Rockstar Games is aggressively marketing Grand Theft Auto VI, transforming Miami into a real-world Vice City with extensive promotions, even as some local officials voice their disapproval. The campaign, which began with a significant gameplay reveal on Netflix and has since included merchandise and a music album, now encompasses large-scale activations across the city.
Rockstar's focus on Miami, the inspiration for GTA 6's fictional Vice City, has led to friction. While some officials hope the marketing will boost tourism and revenue, others, like County Commissioner René Garcia, have expressed discomfort. Garcia stated his opposition to a game that he believes depicts Miami as a "crime haven" and a "murder capital," and is reportedly working to halt further collaborations with Rockstar.
Attempts are allegedly underway to halt negotiations for expanded marketing efforts, which had been slated to include advertisements at Miami International Airport and a substantial transformation of Miami Beach. While an October 15 rollout was anticipated, an unnamed official expressed doubts about the timely finalization of these deals.
Previously, Rockstar invested nearly $1 million to install a prominent "Welcome to Vice City" sign atop the Kaseya Center, home of the Miami Heat. The arena is also set to host an NBA game on November 18 between the Miami Heat and the Milwaukee Bucks, featuring a Vice City-themed court and special jerseys inspired by GTA 6. This event is being billed by Rockstar and the NBA as a "night in Vice City," with Vice City merchandise also available.
Hard Rock Stadium, the home of the Miami Dolphins, was recently covered in GTA 6 advertisements. The stadium's jumbotron displayed game promotions, and a special animation appeared during touchdowns, reading "In for VI" to reference the team scoring six points.
A branded Goodyear blimp, emblazoned with Vice City livery, has been seen traveling south from Ohio, with a scheduled stop in North Carolina. It is speculated that the blimp will eventually head to South Florida to coincide with upcoming marketing events.
In addition to these physical activations, Rockstar continues to generate buzz for GTA 6, with ongoing discussions around a potential PC release window in early 2027 and persistent leaks impacting the game's community.