GTA 6’s Real-Life Vice City Promote the Game in a Unique Way

Photo Credit: Rockstar Games

Grand Theft Auto VI will have a real-life Vice City promotion. This will be done to celebrate the game’s upcoming launch. The game is scheduled for release on November 19, 2026. Ahead of the launch, Rockstar Games secured a unique yet discrete promotion.

According to TweakTown, the city of Miami is actively working with Rockstar Games to advertise GTA 6. The promotion will take place on Miami beaches from October 15 to December 31, 2026.

However, Laura Dominguez, the city commissioner, stated the advertising will be discrete and will not exclusively promote the “Grand Theft Auto” tag. Instead, it will include two subtle brandings: the fictional name “Vice City” and the Roman numeral VI.

During the hearing, Dominguez said, “The gaming industry is massive globally. This is a video game; it is not real. From my conversations with the city manager, there won’t be any of their logos on our city property, meaning they won’t appear on lifeguard stands or in iconic public spaces.”

“It will be advertised discretely with our partner, the Boucher Brothers, and we are working in conjunction with them; we are aligned with them. It’ll be on their chairs and their umbrellas,” Dominguez continued.

How Rockstar secured a rare marketing exception in Miami

To advertise the anticipated sixth installment in the GTA franchise, Rockstar Games had to break through Miami’s strict advertising rules. This came about after a $3 million marketing deal was officially approved, with city commissioners passing the proposal in a close 4-3 vote.

This provided the gaming brand with more leeway to promote its upcoming game beyond the city’s existing advertising restrictions. However, Rockstar Games’ broader advertising campaign on massive public infrastructure was unapproved.

The game is officially set to launch on the PlayStation 5 and Xbox Series X|S this November. It follows players into the fictional state of Leonida, bringing a massive, modern-day return to the neon-soaked streets of Vice City. The story also features a new criminal duo, named Jason and Lucia, who must navigate the open world filled with high-stakes heists and conspiracies.

Originally reported on ComingSoon.

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