GTA 6 ads come to Miami Beach from October 15 to December 31
Vice City is Rockstar's version of Miami, and the studio is now buying space in the real one. Miami Beach signed off on a GTA 6 campaign on September 10, 2026, running from October 15 to December 31.
GTA6 LIFE
Rockstar will run a GTA 6 marketing campaign in Miami Beach from October 15 to December 31, 2026, IGN reports. The city signed off on it on September 10, 2026, in exchange for at least $3 million from the publisher. The campaign has to stay discreet: Vice City wording or the Roman numeral VI on beach chairs and umbrellas, no logos on city property, and nothing during Art Basel on the weekend of December 4.
Rockstar will advertise Grand Theft Auto VI in Miami Beach from October 15 to December 31, 2026, IGN reported on September 11, 2026. The city signed off on the deal on September 10, 2026, in exchange for at least $3 million from the publisher. The window covers the game’s launch on November 19, 2026, on PS5 and Xbox Series X|S.
What people will actually see amounts to very little. Per IGN, the branding will be limited to “Vice City” wording or the Roman numeral VI, placed on beach furniture such as chairs and umbrellas. The words “Grand Theft Auto” will not appear anywhere in an official capacity.
The deal rules out logos on city property, lifeguard stands included, and in the public spaces Miami Beach considers iconic. It also bars any GTA 6 advertising during Art Basel, whose Miami Beach edition runs the weekend of December 4, 2026. The city will handle the installation through its commercial partner, the Boucher Brothers.
Those 77 days of advertising sit on both sides of the launch: 35 before November 19, 2026, and 42 after. The campaign therefore runs for six weeks with the game already on sale. The release date falls in the middle of the window.
IGN writes that the exact look of the campaign was not detailed, and quotes no statement from Rockstar about it. Nobody knows yet what those chairs and umbrellas will carry, and nothing has been said about advertising anywhere beyond Miami Beach. Miami only accounts for part of the game anyway: Vice City is the metropolis of the state of Leonida, and the map runs south to the Leonida Keys.
