Grand Theft Auto VI is less than two months from its November 19 release, and Rockstar is finally cranking up the marketing hype. Outside Miami’s Kaseya Center, a massive “Welcome to Vice City” sign is under construction, with some sections even being helicopter-lifted onto the roof—turning the whole scene into real-life GTA.
Nearly $1 Million for One Sign?
This isn’t just hanging a billboard. Miami-Dade County will receive about $975,000 for the sign, and Rockstar has also been negotiating promotional partnerships with Miami-Dade, Miami Beach, and the City of Miami. In short, Rockstar is bringing the game marketing straight to the real-life inspiration behind GTA VI.
Police Protested: Miami-Dade Is Not Vice City!
Not everyone was thrilled about this “real-life Vice City.” Miami-Dade Sheriff Rosie Cordero-Stutz publicly opposed using government facilities to promote GTA VI, arguing that the game’s depiction of crime, violence, and actions against law enforcement is completely opposite to the reality police deal with every day. Some officials even said directly: “Miami-Dade County is not Vice City.”
But Despite the Police Protests, Rockstar’s Sign Went Up Anyway
In the end, Miami approved the promotional partnership, and the massive sign at Kaseya Center is now officially under construction. Miami Beach and the City of Miami have also approved various promotional arrangements, with some events expected to run from October 15 through the end of the year. For Rockstar, this isn’t just “promoting a game”—they’ve turned real-life Miami into one giant real-world ad for GTA VI’s launch.