GTA 6 Ads Are Coming to Miami Beach, but You Won’t Actually See

The time until Grand Theft Auto 6’s launch is getting closer and closer, as we’re just two months away from stepping foot into Vice City once again. However, if you live in Miami, Florida, or visit before the end of 2026, it will feel like you’re already in Vice City.

Rockstar Games and the city of Miami Beach have announced approval for real-world marketing in specific locations across the vibrant Florida area. This marketing cycle, which will feature ads around Miami Beach, is set to begin on Oct. 15 and run through the end of 2026.

Major restrictions will apply to the ads, though, as the words “Grand Theft Auto” won’t be mentioned in any capacity. Instead, fans can just expect to see marketing for the city of Vice City itself.

City Of Miami Places Huge Restrictions On GTA 6 Ads

Rockstar Games is fortunate to be allowed to place ads for GTA 6, as the Miami Beach City Council voted 4-3 to let the developers market the game within limits. Commissioner David Suarez, however, strongly opposed this, presenting footage of cop chases in both GTA 5 and GTA 6 and stating, “I certainly don’t want to see our brand associated with this video game; I don’t think it’s worth any amount of money.”

Speaking of money, this won’t be a free marketing ride for Rockstar, not in the slightest. The developers will pay somewhere between $3 and $4 million for all of the ads placed around the city. These ads will be limited to “within the defined Downtown Miami area,” according to Miami officials. An ad will also appear on the Kaseya Center, home of the Miami Heat, that says “Welcome back to Vice City.” Rockstar will have to pay an additional $208,000 for any ad banners larger than 5,000 square feet.

Regarding the ads that Rockstar is allowed to place, none will mention the words “Grand Theft Auto,” and they will all be limited to umbrellas and beach chairs. Instead of the franchise name, the ads will have a “VI” or the words “Vice City” on them, both of which are, of course, directly related to GTA 6.

Even with this minimal marketing run, Miami officials still aren’t sold on welcoming the Grand Theft Auto franchise to the city. Miami-Dade County Sheriff Rosie Cordero-Stutz stated that “Miami-Dade County is not Vice City.” It appears the nearly $4 million Rockstar is paying for the ads won over the opposition, though, so Miami will turn into a version of Vice City from October to December 2026.