Rockstar Games has installed a “Welcome to Vice City” sign on the roof of the Kaseya Center in Miami as part of the marketing campaign for Grand Theft Auto 6, paying just under $1 million for the placement.
Citing Miami Herald journalist Doug Hanks, Miami-Dade County is set to collect $975,000 from Rockstar for the sign under a marketing agreement. The stunt is the first visible piece of Rockstar’s Miami push ahead of the game’s November 19 launch, which GamesRadar describes as the start of a wider real-life gaming marketing takeover of the city.
Fans followed the construction for days through social media posts and live city cam footage. On September 22, a helicopter lifted sections of the sign onto the roof of the arena, which is home to the Miami Heat basketball team.
The sign is complete and visible to passengers flying over the arena. GamesRadar observed that the sign lies flat and faces straight up, and it is unclear whether it will later be raised so it can be seen from the ground.
How Long the Vice City Sign Will Stay in Miami
The sign will remain on the arena until the later of two dates: one year after installation, or the last Miami Heat home game of the 2026/27 season, scheduled for April 11, 2027. The agreement also set an installation deadline of October 15. Rockstar could have terminated the deal if the sign had not been up by then.
The Miami Heat play their first regular season home game at the Kaseya Center on October 21, about four weeks before Grand Theft Auto 6 launches.
Miami’s Role in the GTA 6 Marketing Campaign
The sign is only one part of the planned Miami activity. According to GamesRadar, Miami-Dade County is hosting the most elaborate displays, while Miami Beach and the City of Miami also have deals with Rockstar. Talks with the city in August included pitches for events and a takeover of the airport. Which of those plans will go ahead has not been confirmed.
The campaign did not pass without objections. Some local police members and the Miami-Dade sheriff opposed promoting a game built around crime, in which players can shoot police officers and civilians. Local officials approved the campaign anyway.
Rockstar itself has said little about GTA 6 since its Extended Look debuted on Netflix, apart from publishing modding guidelines that restrict new missions, maps, and ports. Recent news around the game has come from outside the studio, including the Twitch CEO’s claim that GTA 6 multiplayer will launch in 2027.
Grand Theft Auto 6 releases on November 19 for PlayStation 5 and Xbox Series X|S. Rockstar has not announced what other marketing events are planned in Miami before launch.
