With Grand Theft Auto 6 less than a month away, Rockstar Games has started turning the real city of Miami into Vice City. Fans in South Florida have been sharing photos of the game's branding popping up all over town, from beaches and buses to the city skyline and even the sky above it.
It is one of the biggest real-world marketing pushes a video game has ever had, and it keeps growing as the game's November 19, 2026, release date gets closer.
A Vice City Sign Over Downtown Miami
The most eye-catching piece so far sits on top of the Kaseya Center, home of the Miami Heat. A massive illuminated "Welcome to Vice City" sign now lights up the Miami skyline, and GTA 6 branding has also taken over parts of the arena inside and out.
The Kaseya Center deal reportedly came in at $975,000, just under the $1 million limit that lets the Miami-Dade County mayor sign off on agreements without the county commission's approval. Mayor Daniella Levine Cava's office is hoping to land more deals with Rockstar, including promotions at the area's airports and ports.
Not everyone is thrilled. Commissioner Rene Garcia said, "We're depicting Miami like a murder capital," while Chair Anthony Rodriguez pushed back, saying, "This is a fictional game. We are all adults in this community... We recognize it's just a game."
Blimps, Beach Chairs And Real GTA Cars
Even the sky is part of the plan. A real Goodyear Blimp wearing Vice City branding has been flying over South Florida, and the blimp's official account leaned into the bit by listing its location as the game's fictional state of Leonida.
Down on the sand, hundreds of Vice City umbrellas and beach chairs have shown up across Miami Beach, while planes have been flying over South Beach towing banners for NINE1NINE, one of the brands from the game. Branded buses with an "I Love Vice City" design have also been spotted around town.
Rockstar teamed up with West Coast Customs on a convoy of real cars made to look like vehicles from the series, including a Vice City Police Lamborghini and rides resembling the Coquette, Cheetah, Tempesta, Emerus, Manana and Buccaneer.
The art world is involved too. Wynwood Walls unveiled ten murals featuring artwork that also appears in GTA 6, and thanks to the partnership, Miami-Dade residents can visit the outdoor museum for free through 2028.
Burger Shot And Cluckin' Bell Come To Life
Inside the Kaseya Center, fans can now buy food from real Burger Shot and Cluckin' Bell stands, two of the most famous fast food chains in the GTA universe. The Burger Shot stand is a rebranded version of one of the arena's existing burger counters, serving the same food in GTA-branded packaging, and combos start at $28.50 before tax.
The Miami Heat Become Vice City For A Night
The biggest single event tied to the campaign is happening on the court. The Miami Heat will host "A Night in Vice City" on November 18, the night before GTA 6 launches, when they take on the Milwaukee Bucks with a custom court, new uniforms and a merchandise line. The game will air live on ESPN.
The Heat have a long history with Miami Vice-inspired designs, and their Vice uniforms have been some of the most popular City Edition looks in the NBA, so turning the arena into Vice City for one night feels like a natural fit.
The celebrations will keep going after launch, too. Rockstar is sponsoring a free BAYO block party in Little Haiti on November 22.
Why Miami Is The Perfect Stage For GTA 6
Vice City has always been Rockstar's take on Miami. The original Grand Theft Auto: Vice City recreated the city's '80s neon look back in 2002, and GTA 6 brings the series back to a modern version of it, set in Leonida.
That connection gives Rockstar a rare chance to blur the line between the game and the real world, and the campaign is not limited to Florida. Giant GTA 6 murals have gone up on Hollywood Boulevard and in Brooklyn, digital ads are running in Times Square, and branded double-decker buses are rolling through New York and Chicago.
After multiple delays, GTA 6 is finally within reach, and based on how quickly fans have tracked down every new piece of the Miami takeover, more surprises are likely on the way before launch.
Grand Theft Auto 6 launches on November 19, 2026, for PS5 and Xbox Series X and S.
Would you make the trip to Miami to see the Vice City takeover in person, or are you happy waiting to explore it in the game?
Let us know your thoughts in the comments below.