Rockstar Drops Nearly $1 Million on Vice City Sign for GTA 6 Miami Push
Rockstar Games has reportedly paid just shy of $1 million for a massive marketing sign in Miami, according to IGN. The "Welcome to Vice City" signage was recently installed on the roof of the Kaseya Center, home of the Miami Heat.
Per the Miami Herald, Rockstar will pay Miami-Dade County $975,000 for the sign as part of a marketing agreement. Documents reviewed by IGN state the sign will stay up for at least a year, or potentially until the end of the Miami Heat's 2026-27 season in April 2027.
Talks between Rockstar and the city began in August, with pitches for various events and even a potential airport takeover. The city reportedly had some internal debate about participating in marketing for a game centered on crime, but ultimately approved the campaign.
With the NBA season starting soon, the sign could feature in broadcasts of Miami Heat home games, offering a prime marketing spot as the game's November 19 release date approaches. IGN notes Rockstar had an installation deadline of October 15, a day the company has historically used for GTA news.
