By Dexerto | Created at 2026-09-11 10:12:24 | Updated at 2026-09-19 11:43:43
1 week ago
Rockstar Games is being allowed to post Vice City adverts in Miami to promote GTA 6 and it’s going to cost them $4 million. However, some people don’t think it’s worth “any amount of money” to be involved.
Back in April, Take-Two CEO Strauss Zelnick confirmed that the marketing for Grand Theft Auto 6 would ramp up throughout the summer. Rockstar Games finally opened the pre-order window in June, and then there was the extended look on Netflix on August 27.
Fast forward a little bit, and there have been reports of Rockstar wanting to take over Miami, turning it into a real-life Vice City with advertisements. This would be a step up from the GTA 5 banners that hang in Los Angelese prior to it’s release.
On September 10, the City of Miami Beach approved negotiations with the Grand Theft Developers in a slight victory of four votes to three, with some council members saying it isn’t worth “any money” to promote the new game.
City of Miami Beach barely allows GTA 6 advertisements
That came from Commissioner David Suarez, who showed off gameplay from GTA 5, as well as clips from the Extended Look.
“I certainly don’t want to see our brand associated with this video game, I don’t think it’s worth any amount of money,” Suarez said, adding that he felt like he was in a “Black Mirror episode,” and called it “crazy” to consider. “I think thats the wrong image for Miami Beach.”
Suarez’s fellow Commissioner, Tanya Katzoff Bhatt, said that Rockstar would spend $4 million advertising GTA 6 in Miami, with the majority of these ads being showen on beach chairs and umbrellas.
Commissioner Laura Dominguez added that the city would try to push for a bigger fee, seeing as they initially wanted $3 million from the GTA creators.
Miami Beach commission currently discussing whether to negotiate an agreement with Amplify Marketing Inc to promote GTA 6 in parts of the city starting Oct. 15
This would put the game’s branding on concession equipment on the beach (Boucher Brothers umbrellas/chairs) and on… pic.twitter.com/Nx08TAaAM9
— Joel Franco (@OfficialJoelF) September 10, 2026
Elsewhere, fans have noted that Kaseya Center, home of the NBA’s Miami Heat, is set to have a ‘Welcome back to Vice City’ sign on it.
As per journalist Francisco Alvarado, the sign would sit on the arena’s roof, with pink and white lettering already being prepared.
Miami-Dade County Sheriff Rosie Cordero-Stutz has pushed back on the plans too, claiming the game’s name promotes criminal activity.
“Miami-Dade County is a real community with real families, real neighborhoods, and real consequences when violent crime occurs,” she told NBC Miami. “Miami-Dade County is not Vice City.”
There have been reports of Miami International Aiport also being taken over by the advertisements, but that remains to be seen.
Rockstar has also shed a little light on GTA Online in GTA 6, calling it a “closely guarded secret,” but suggesting lobbies of 32 players.
