GTA VI Marketing Blitz Features Miami Car Showcase and Controversial Signage

Rockstar Games is pushing the release of GTA VI with a sweeping marketing campaign that has turned Miami into a real‑world version of Vice City. The open‑world action game will launch on 19 November 2026 for PlayStation 5 and Xbox Series X|S, and the company is using the city as a live advertising platform. Video footage shows cars outfitted with Vice City branding, police livery, and a blimp, while social‑media clips highlight the city’s transformation.

Car exhibition in Miami

A highlight of the push is a street‑car exhibition that has appeared in downtown Miami. Instagram videos from user andrewblakeames and tweets from WillMacGTA show a line of vehicles bearing Vice City Leonida licence plates, including a VCPD‑liveried Lamborghini. The showcase, which was filmed by videotech, demonstrates the game’s aesthetic in real‑world vehicles and has generated buzz among gamers and locals alike.

The campaign has sparked debate over its cost and content. Miami‑Dade County Commissioner Rene Garcia said Rockstar spends at least $150 million on marketing, yet a recently negotiated deal for a $975,000 “Welcome to Vice City” sign on the Kaseya Center’s roof was criticized by other officials. They argue the game’s themes of violence and crime clash with county policies, and they question why a smaller contract was agreed when the developer’s marketing spend is so high.