Rockstar Turns Miami Into Vice City in GTA 6 Marketing Push

Rockstar installed a roughly 4,700-square-foot "Welcome to Vice City" sign atop Miami's Kaseya Center for about $975,000 as part of the final eight-week push before GTA 6 launches on November 19. The campaign also includes a Miami Beach seafront ad deal worth close to $4 million and potential downtown banners.

• The Kaseya Center sign cost Rockstar approximately $975,000
• The installation spans about 4,700 square feet and is visible from aircraft
• Miami Beach approved GTA 6 ads from October 15 through December 31
• The Netflix Extended Look drew 31.1 million views in four days