Rockstar Games Reportedly Spent Around $150 Million on GTA 6 Marketing

There’s just over a month left until the release of the most anticipated game of the year, GTA 6. Rockstar Games is stepping up its preparations for this big event, and the game’s marketing is gradually expanding beyond the digital realm—through the release of new screenshots and details—to include various billboards and other promotional materials. Judging by a recent report, the studio isn’t skimping on expenses.

As reported by The Miamian, Rockstar Games’ estimated marketing budget for GTA 6 is approximately $150 million. Miami-Dade Commissioner Rene Garcia shared this information but added that the figures are preliminary. The report reveals that placing the “Welcome to Vice City” sign on the roof of the Kaseya Center cost the studio $975,000, and it will remain on the arena for 7 months. Miami authorities have also approved a plan to install up to six banners promoting the game, with a total cost of up to $1.2 million, which will be fully installed by Thursday, October 15. Additionally, Rockstar will place GTA 6 ads along the Miami Beach coastline, and negotiations are underway to place Vice City-style signage at public facilities—including Miami International Airport. Following an initial rejection, a final decision will be announced next week, on October 20.

The first images of GTA 6 marketing materials have also begun to appear on the internet, including murals, billboards, and even the game's logos at sports events, as you can check out below:

Grand Theft Auto 6 marketing ramps up with murals, blimps, stadiums and more.

With the active marketing phase for the game scheduled for October 15 in Miami—the city that served as the inspiration for Vice City—users are speculating Rockstar might treat players to a new GTA 6 trailer, but for now, this is just speculation.

In turn, the hacker Cyberleek, who returned last week, has already shared three new GTA 6 gameplay leaks. Over the past two days, including today, he has posted another video featuring a fully nude Lucia and revealed a roadmap for future leaks. It’s worth noting that if his crypto wallet receives a deposit of $30 million, he has promised to release a playable build of GTA 6 with the entire story mode available.

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