GTA 6 marketing has officially reached Miami, with Rockstar Games’ upcoming game now appearing on real buildings across the city.

The first major sign has already gone up at the Kaseya Center, home of the Miami Heat.

A huge “Welcome to Vice City” sign was installed on the arena’s roof, bringing Rockstar’s fictional version of Miami into the real city that inspired it.

Local news helicopters captured the installation as workers placed the large pink-and-white letters on the building.

The timing is significant because GTA 6 is only weeks away from its November 19, 2026 release.

Take-Two CEO Strauss Zelnick recently said Rockstar still needs to turn the game’s huge existing awareness into excitement through its marketing campaign, with more promotional material expected as launch gets closer.

More GTA 6 Signs Could Be Coming

The Kaseya Center sign may only be the beginning.

Miami-Dade County has been working on additional promotional deals involving county-owned locations.

Reports have mentioned possible GTA 6 advertising at Miami International Airport, the seaport and Metromover, although not every proposed idea has been confirmed or installed.

The county’s agreement with Rockstar has attracted attention because the promotional campaign could generate significant revenue.

Local 10 previously reported that the Kaseya Center deal was expected to bring the county close to $1 million.

That means fans could potentially see even more Vice City branding around Miami as Rockstar’s launch campaign expands.

Some Miami-Dade Officials Opposed the Deal

The marketing campaign has not received universal support from local officials.

Miami-Dade Commissioner Juan Carlos Bermudez and Sheriff Rosie Cordero-Stutz previously criticized the proposed partnership, questioning whether county facilities should be used to promote a game centered around crime and violence.

Bermudez specifically objected to the possibility of temporarily branding Miami International Airport as “Vice City Airport.”

Other commissioners also raised questions about the deal after learning about it during a county budget meeting.

Local 10 reported that several commissioners said they had not been aware of the agreement beforehand and wanted more information about how the deal was approved and how its revenue would be used.

Despite those concerns, the Welcome to Vice City sign is now sitting above downtown Miami.

GTA 6 Is Turning Miami Into Vice City

There is something fitting about Rockstar putting GTA 6 marketing directly into Miami.

The fictional Vice City has always been heavily inspired by Miami, but GTA 6 takes that connection much further.

Rockstar has recreated recognizable parts of South Florida in the game, including beaches, highways, neighborhoods and the surrounding areas.

Now, fans visiting the real Miami can see Vice City branding in the same city that inspired the game.

With the Kaseya Center sign already installed and more promotional deals being discussed, Rockstar’s GTA 6 marketing campaign appears to be entering a much bigger phase.

And with the game’s November 19 release date getting closer, Miami may soon look even more like Vice City.