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Rockstar Games started the real-world campaign for GTA 6. The studio installed a massive Welcome to Vice City sign on top of the Kaseya Center, and reportedly lifted and placed it using a helicopter. This entire process cost them USD 1 million.
According to a journalist on X, the studio paid USD 975,000 to Miami-Dade County for a ‘Welcome to Vice City’ sign on the roof of the Kaseya Center, home of the Miami Heat. Notably, the highly anticipated Rockstar title is set to launch on November 19 for PS5 and Xbox Series X|S.
The sign is also expected to stay up for a long time. Documents reviewed by sources reported that it will remain there for a year, until the final Miami Heat home game of the 2026-27 season. The game is scheduled for April 11, 2027, thus, the sign will be there until next April.
Rockstar is not relying only on trailers, social media, and online ads. The company is putting Vice City into the real Miami skyline. The sign works as a long-term ad for the game. People can see it as they go about their daily lives. It also connects the real city with the fictional world that GTA 6 is built around.
Also Read: GTA 6 Soundtrack: What Rockstar’s 34-Track Album has in Store
The real point here is the money behind a major game launch. Nearly USD 1 million for one sign shows how much publishers can spend to keep a major title in front of people.
For a game like GTA 6, marketing is not just about getting attention before launch. It is also about keeping that attention alive for months. A large physical ad can do something online ads often cannot: stay in the same place and keep being seen.
The Miami sign is one part of a much larger campaign. Still, it shows how AAA games now compete for attention far beyond gaming platforms. Rockstar is turning the city linked to Vice City into part of the GTA 6 launch itself.
