Rockstar's Multi-Million Dollar Miami Takeover for GTA 6 Expands Despite Official Pushback

Rockstar Games is doubling down on its massive marketing blitz for GTA 6, rolling out a Vice City blimp, NFL promotions, and more, even as some Miami officials voice their opposition.

Over the past two months, Rockstar has been laying the groundwork for what could be the biggest entertainment launch ever. It all started with a huge gameplay reveal on Netflix, followed by a wave of merchandise and extras, including an album of original music created for GTA 6. Now, Rockstar is taking its campaign into the real world to build hype for the game's November 19 release.

Miami is currently the focal point of Rockstar's marketing efforts. Since GTA 6 is set in a fictionalized version of Miami called Vice City, the company is leveraging the city for much of its advertising—sparking a divide among local officials. Some welcome the attention, hoping it will draw more tourists and boost revenue. Others, however, have been firmly against it for weeks.

According to The Miamian, County Commissioner René Garcia has voiced his discomfort with the GTA 6 campaign in Miami, saying he's "really uncomfortable with this whole thing." Garcia specifically objects to the city partnering with a "game that's depicting Miami like a crime haven; Miami like a murder capital."

Garcia and other officials are reportedly trying to halt negotiations with Rockstar to expand its marketing in the city, which allegedly include ads at Miami International Airport and a $4 million transformation of Miami Beach. The rollout was expected to start as early as October 15, but Miami journalist Joel Franco noted that an unnamed official doubts the deals will be finalized in time.

In September, Rockstar paid nearly $1 million to install a massive, glowing "Welcome to Vice City" sign atop the Miami Heat's arena, the Kaseya Center. The arena will also host an unprecedented NBA game sponsored by Rockstar Games. On November 18, the Miami Heat will face the Milwaukee Bucks in a regular-season game played on a Vice City-themed court, with never-before-seen jerseys inspired by GTA 6. The arena will also sell Vice City merchandise, and Rockstar and the NBA are calling the event a "night in Vice City."

Over the weekend, Miami's Hard Rock Stadium, home of the Miami Dolphins, was plastered with GTA 6 ads. The stadium's jumbotron displayed ads for the game, promoting its release date. During touchdowns, the screen showed a GTA 6-themed animation with the text "In for VI," a nod to the team scoring six points.

New image of Hard Rock Stadium #GTAVI marketing on the actual live cam screen via @golfoscar69 This is insane marketing. https://t.co/bgdUXDDXBE

Now, a blimp appears to be en route to Florida as well. A Goodyear blimp with Vice City branding is currently flying out of Ohio and is reportedly headed to North Carolina. Speculation suggests it will eventually reach Florida, possibly for other sporting events or planned marketing activations in the coming weeks. Rockstar has also put up at least one Vice City mural in Miami. It's clear Rockstar is willing to spend whatever it takes to spread the word and effectively turn Miami into a real-life Vice City.

Goodyear Blimp with Vice City livery is currently flying south out of Akron, Ohio. Scheduled to stop in North Carolina this afternoon. Wondering if it’ll head to South Florida for the big marketing kickoff on Thursday? 👀 📸: Cecil Richmond/Goodyear Blimp Fan Club https://t.co/AloPE0LdVR

Meanwhile, there's plenty happening in the world of GTA 6, including a rumored PC release window, ongoing leaks, and more.