Rockstar Games spends nearly $1 million on 'Welcome to Vice City' sign for GTA 6 marketing: Report
Rockstar Games is taking its Grand Theft Auto 6 (GTA 6) marketing campaign to Miami, with the company reportedly spending nearly $1 million on a giant “Welcome to Vice City” sign installed on top of the Kaseya Center. The sign, which was lifted into place by a helicopter, is part of Rockstar’s wider marketing push for the highly anticipated game. According to Miami Herald journalist Doug Hanks, Miami-Dade is expected to collect $975,000 from Rockstar under a marketing agreement.
“Miami-Dade set to collect $975,000 from the Vice City lettering going up on the county-owned Kaseya Center, per the agreement with GTA maker Rockstar Games,” the journalist wrote in an X post.
Rockstar installs GTA 6 sign at Kaseya CenterThe giant “Welcome to Vice City” sign was recently installed on the roof of the Kaseya Center, home of the Miami Heat. Fans had been watching the sign being constructed in recent days. It was eventually lifted to the top of the arena by helicopter and installed on the roof.
According to Miami Herald journalist Doug Hanks, Rockstar is paying just under $1 million for the installation. Miami-Dade is expected to receive $975,000 as part of the marketing agreement.
The sign may be only one part of Rockstar's plans for promoting GTA 6 in the city. The company reportedly held discussions with Miami officials in August about several possible marketing activities. These included events and even a possible takeover of the airport.
How long will the GTA 6 sign stayDocuments reviewed by IGN reportedly say the sign will remain on the arena for “the latter of one year after” installation or until the final Miami Heat home game of the 2026-27 season. That game is scheduled for April 11, 2027, meaning the GTA 6 sign could remain visible through the rest of 2026 and into next spring.
The documents also set an October 15 deadline for installing the sign. The date could become another GTA 6 marketing moment, although Rockstar has not confirmed this.
Grand Theft Auto 6 will launch on November 19 for PlayStation 5 and Xbox Series X|S.
“Miami-Dade set to collect $975,000 from the Vice City lettering going up on the county-owned Kaseya Center, per the agreement with GTA maker Rockstar Games,” the journalist wrote in an X post.
Rockstar installs GTA 6 sign at Kaseya CenterThe giant “Welcome to Vice City” sign was recently installed on the roof of the Kaseya Center, home of the Miami Heat. Fans had been watching the sign being constructed in recent days. It was eventually lifted to the top of the arena by helicopter and installed on the roof.
According to Miami Herald journalist Doug Hanks, Rockstar is paying just under $1 million for the installation. Miami-Dade is expected to receive $975,000 as part of the marketing agreement.
The sign may be only one part of Rockstar's plans for promoting GTA 6 in the city. The company reportedly held discussions with Miami officials in August about several possible marketing activities. These included events and even a possible takeover of the airport.
How long will the GTA 6 sign stayDocuments reviewed by IGN reportedly say the sign will remain on the arena for “the latter of one year after” installation or until the final Miami Heat home game of the 2026-27 season. That game is scheduled for April 11, 2027, meaning the GTA 6 sign could remain visible through the rest of 2026 and into next spring.
The documents also set an October 15 deadline for installing the sign. The date could become another GTA 6 marketing moment, although Rockstar has not confirmed this.
Grand Theft Auto 6 will launch on November 19 for PlayStation 5 and Xbox Series X|S.
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