Rockstar Games launches massive GTA 6 marketing campaign in Miami

Rockstar Games has initiated an extensive real-world marketing campaign in Miami to promote the upcoming release of Grand Theft Auto VI, scheduled for November 19, 2026. The campaign includes large-scale physical installations and brand integrations designed to bring the game's fictional setting, Vice City, to life.

Key activations include the installation of a massive 'Vice Beach' neon sign in Lummus Park and a visual overhaul of the Muscle Beach outdoor gym. At the Kaseya Center, home of the Miami Heat, the venue has integrated in-game brands such as Burger Shot and Cluckin’ Bell. The Miami Heat are also set to play a special 'Vice City Heat' game on November 18, featuring themed uniforms and a custom court.

In digital and broadcast media, Rockstar has released a launch trailer and edited TV commercials for NBC. These commercials feature extended footage and have been modified to remove Xbox branding due to a marketing partnership with Sony. Additionally, community observations have identified 'Peekhole,' a fictional subscription service within the game that appears to parody OnlyFans, as well as other potential parodies of real-world digital platforms.