The release of Grand Theft Auto VI is approaching, and the marketing campaign is gradually gaining momentum. It seemed that representatives of Rockstar Games were able to coordinate advertising in Miami — some events have already been announced, for example, a special basketball game, and one of the sports clubs will temporarily turn into "Vice City". But not everything is so simple.
However, it has now become known that some officials have expressed concern about the "Vice City" branding on public facilities, such as Miami International Airport. A decision on further negotiations is expected on October 20; the timing of the plans may change.
In addition, information has begun to arrive about the approximate cost of the marketing campaign. Currently, it is estimated at 150 million dollars, but this figure is not final, it still "needs to be verified". For comparison, analysts estimate the budget of Kingdom Come: Deliverance II at 41 – 50 million dollars.
Some specific examples of advertising and prices are known:
- Placing the "Welcome to Vice City" sign on the roof of the Kaseya Center cost 975 thousand dollars and will remain there for seven months.
- Miami also approved plans to place up to six GTA VI advertising banners with a total potential cost of 1.2 million dollars. They were planned to be installed on October 15.
- Permission was granted to negotiate advertising on the beach: its cost is estimated at 4 million dollars. For example, advertising may appear on umbrellas and chairs — logos of VI and Vice City will be depicted, without direct mention of GTA.
Advertising will not be placed on city property — for example, on lifeguard towers or in other iconic public places.
Grand Theft Auto VI is scheduled for release on November 19, 2026, on PlayStation 5 and Xbox Series X|S consoles.