Rockstar and Miami Authorities Agree on GTA 6’s Promotional Campaign in the City

The closer GTA 6's release gets, the bigger the promotional push is likely to become, including campaigns in major cities aimed at reaching a wider audience. Miami was always going to be one of them, given that it's the real-world model for Vice City, and despite earlier doubts, GTA 6 advertising in the city is officially happening.

According to a new Eurogamer report, Miami officials have reached an agreement with Rockstar Games on a marketing campaign for the city, with the vote passing 4 to 3. As expected, those who voted against it weren't thrilled about heavily promoting a game centered on violence and crime. The city is reportedly getting around $4 million from Rockstar as part of the deal, money that'll go toward funding various construction projects around Miami. Once everything's finalized, the first GTA 6 materials are expected to start showing up around the city on October 15.

The GTA 6 marketing proposal has finally been approved by Miami city officials!

• Financial terms: Rockstar is set to pay $3 million, though city officials aim to negotiate the total benefits closer to $4 million.
• Location limits: Confined strictly to a specified Downtown Miami zone and barred from city property, iconic landmarks, and lifeguard stands.
• Duration: Runs from October 15 through December 31, 2026, explicitly excluding Miami Beach's Art Basel event in early December.
• Ad permits: Large banners exceeding 5,000 sq. ft. require formal city approval alongside a $208,000 application fee.
• Subtle branding: Uses discrete promotions on Boucher Brothers beach chairs and umbrellas featuring "VI" or "Vice City" instead of the full game title.

It's also been previously reported the most of the promotional content in Miami will come via billboards, with each one costing Rockstar around $200,000. Given the studio is putting up $4 million total for the deal, per Eurogamer, that suggests quite a few billboards are on the way, and they'll almost certainly help keep hype building for the most anticipated game of 2026.

For now, you can also find out everything we know about GTA 6 so far—the story, gameplay, map, open world, platforms, and more - as well as everything about GTA 6 pre-order details: price, bonuses, exact time, and Ultimate Edition.

Grand Theft Auto VI will release on November 19 for PlayStation 5 and Xbox Series X/S.