GTA 6 Marketing Campaign Could Cost $150 Million Amid Miami Concerns
Rockstar Games' marketing campaign for Grand Theft Auto VI could reportedly cost around $150 million, as promotional activities expand across Miami ahead of the game's November 19, 2026 release.
The estimated figure has not been officially confirmed, while some Miami-Dade officials have raised concerns about using Vice City branding at public facilities, including Miami International Airport.
GTA 6 Advertising Expands Across Miami
According to IXBT Games, the promotional campaign includes several large advertising projects inspired by Vice City, the fictional location featured in GTA 6.
One of the most visible installations is a massive "Welcome to Vice City" sign on the roof of Miami's Kaseya Center. The installation reportedly costs approximately $975,000 and is expected to remain in place for seven months.
Plans also include up to six advertising banners with a potential cost of $1.2 million, alongside proposed beach promotions estimated at $4 million. These could feature Vice City branding on umbrellas and beach chairs.
However, some local officials have questioned whether the campaign should extend to public infrastructure. Further discussions are expected on October 20, potentially affecting plans involving Miami International Airport and other locations.
GTA 6 Marketing Budget Remains Unconfirmed
Although the reported $150 million estimate has attracted attention, Rockstar Games has not publicly disclosed the total cost of its GTA 6 advertising campaign.
For comparison, the estimated development budget of Kingdom Come: Deliverance II ranges from $41 million to $50 million, highlighting the scale of the reported marketing figure.
The campaign is closely connected to GTA 6's setting, with Rockstar returning to Vice City and the surrounding fictional state of Leonida.
Grand Theft Auto VI is officially scheduled to launch on November 19, 2026, for PlayStation 5 and Xbox Series X|S.
Sources: IXBT Games | CBS Miami | Rockstar Games