Rockstar spends almost a million dollars on advertising in Miami Heat – the sign “Vice City” on the roof of the Kaseya Center
Rockstar launched the GTA VI promotional campaign in Miami, investing around a million dollars in a spectacular advertising installation on the roof of the Miami Heat arena, the Kaseya Center. The sign “Welcome to Vice City”, complete with the logo of GTA 6, was permanently fixed by helicopter and falls into an agreement with the county of Miami-Dade. According to urban documents examined by GTAVice.net, the area occupied by advertising is about 436 square meters. The installation initially had some hitch: the letter “i” of “Vice City” was missing and the pink/white material presented fading on the letter “c”. Fortunately, the problems were solved. Rockstar has in fact paid to the county of Miami-Dade 975.000 dollars for the advertising agreement, divided into tranche according to the fundamental stages: $243.750 at the time of signing, another $243.750 with the delivery of the teaching materials and finally $487,500 at the final installation. The choice to place the banner on the roof is not random: its visibility from a high point could ensure that it appears in aerial shooting during the events broadcast on television and, as reported by some users on Reddit, represents only the beginning of Rockstar advertising initiatives in Miami Beach. The county has already authorized additional installations, including banners and wall coverings for buildings, from 15 October. The game GTA VI will be available in pre-order on Amazon on 19 November 2026. La mossa di Rockstar è decisamente interessante, e il fatto che abbiano scelto una location così esplicita come il Kaseya Center, con la sua visibilità garantita dalle trasmissioni televisive, suggerisce un approccio mirato a massimizzare l'esposizione del gioco. Il valore dell’accordo pubblicitario, suddiviso in tranche legate alle tappe fondamentali, dimostra un’attenta pianificazione e un controllo dei costi. La scelta di “Vice City” come messaggio principale è ovviamente una chiara citazione del titolo originale e un richiamo immediato al contesto del gioco, un colpo di genio che amplifica ulteriormente l'impatto della campagna promozionale. Il fatto che la contea abbia già dato il via libera per ulteriori installazioni indica una forte volontà da parte di Rockstar di consolidare la sua presenza a Miami Beach, e si apre uno scenario con potenziale sviluppo futuro interessante.
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