Rockstar Games takes the marketing campaign for Grand Theft Auto 6 (GTA 6) into the real-world setting that inspired its fictional world. A massive “Welcome to Vice City” sign was installed on the roof of Miami’s Kaseya Center as the game’s November launch approaches.
The giant rooftop installation was put in place on September 22, with a helicopter lifting the large letters onto the arena. The Kaseya Center is home to the Miami Heat and stands in downtown Miami, making the promotion highly visible across the city and from the air.
The fictional Vice City in GTA 6 draws heavily from Miami and South Florida. Rockstar has used the region’s architecture, beaches, roads and cultural identity as major references for the game's setting.
The new installation therefore connects the fictional world of GTA 6 directly with the city that helped inspire it. The sign is also expected to remain in place for an extended period, according to reports based on documents reviewed by IGN.
The campaign also raised debate among Miami-Dade officials. Some commissioners questioned the decision to associate county-owned property with a franchise known for its depictions of crime and violence. Others supported the agreement and highlighted its potential financial and promotional value.
The discussions come as South Florida prepares for a broader GTA 6 promotional push. Miami Beach has separately considered marketing arrangements involving Rockstar, while some local officials have raised concerns about the game's portrayal of the region.
Rockstar is scheduled to release Grand Theft Auto 6 on November 19, 2026, for PlayStation 5 and Xbox Series X|S. The Miami campaign signals that promotional activity is accelerating ahead of the launch.
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