GTA 6's Vice City Takeover Kicks Off with $1 Million Miami Sign

Rockstar Games has reportedly shelled out nearly $1 million to put up a "Welcome to Vice City" sign in Miami as part of its marketing blitz for Grand Theft Auto 6.

Fans have been watching the sign's construction over the past few days, and it's now complete. This afternoon, a helicopter hoisted the sign onto the roof of the Kaseya Center, where it was securely installed. Now, anyone flying over the arena can glance out their window and see a greeting from Rockstar itself. Check out the sign below.

Welcome to Vice City y'all 😎#miami #gta #vicecity #gtavıhttps://t.co/IxrIZRegwX pic.twitter.com/iGUvA7ScUX

According to Miami Herald journalist Doug Hanks, Rockstar paid just under $1 million for the sign. Miami-Dade is set to receive $975,000 from Rockstar as part of a marketing deal. Right now, it's unclear what other marketing plans Rockstar has for GTA 6 in Miami, but back in August, there were extensive talks with the city involving pitches for various events, an airport takeover, and more. Whether any of those will come to fruition is still up in the air.

The city also had a somewhat contentious debate about whether it should participate in marketing Grand Theft Auto 6, given the game's focus on crime and its allowance for players to shoot police and civilians. In the end, the city decided to greenlight the campaign.

The Kaseya Center is also home to the Miami Heat, so Rockstar might leverage the NBA to promote GTA 6. The Heat's first regular-season home game is on October 21, and it wouldn't be surprising if the broadcast shows the signage. Whether Rockstar will debut a trailer or other marketing during the broadcast remains to be seen, but it would be perfect timing. By then, GTA 6 will be less than a month from launch, and TV spots will likely start advertising the release to reach a broader mainstream audience.

Grand Theft Auto 6 launches on November 19 for Xbox Series X|S and PS5.