Rockstar Games has reportedly invested close to $1 million to erect a "Welcome to Vice City" sign in Miami, a significant component of the marketing campaign for the highly anticipated Grand Theft Auto 6.
The sign, a prominent fixture now adorning the roof of the Kaseya Center, was lifted into place by helicopter earlier this week. This strategic placement ensures that those arriving by air will be greeted by a clear message from Rockstar Games.
According to Miami Herald journalist Doug Hanks, the agreement with Miami-Dade will see Rockstar Games pay approximately $975,000 for the signage. While details on other potential marketing initiatives in Miami remain unconfirmed, extensive discussions with the city in August outlined proposals for various events and even an airport takeover. It is currently unclear which, if any, of these concepts will materialize.
The city previously engaged in a debate regarding its involvement in marketing Grand Theft Auto 6, given the game's crime-centric themes. However, after deliberation, Miami ultimately approved the marketing campaign.
The Kaseya Center is also the home venue for the Miami Heat basketball team. The NBA team's first regular season home game is scheduled for October 21, presenting an opportunity for Rockstar to potentially leverage the event for marketing purposes. With Grand Theft Auto 6 set to launch less than a month later on November 19, this timing would be ideal for broadcasting television spots and raising mainstream awareness.
Grand Theft Auto 6 is slated for release on November 19 for Xbox Series X|S and PlayStation 5.