Rockstar turns parts of Miami into Vice City

Game Rant, in a report by Adrian Morales dated October 24, 2026, says Rockstar is remaking parts of Miami into Vice City before the November 19 release. According to the outlet, the marketing now reaches past standard billboards, pulling fictional shops, cars and other pieces of Jason and Lucia's world into the physical city.

Fans on Twitter and Reddit have shared pictures of a large lit-up "Welcome to Vice City" sign on top of the Kaseya Center. Rockstar branding has also shown up on buses, taxis, beach umbrellas, screens, a blimp and boats promoting the fictional Vault Nightclub. Game Rant reports that real cars were styled as their GTA counterparts, among them a Corvette made to look like a Coquette and a Lamborghini painted in Vice Beach Police livery.

Inside the Kaseya Center, a Burger Shot and a Cluckin' Bell now operate as real food stands with branded packaging and uniforms. Game Rant also notes that Weazel News, Chamber 106.6, Fruit, Coil, eCola, Big Chug and Pißwasser appear across the city as in-universe advertisers.

The Miami Heat will host an "A Night in Vice City" event on November 18, with the team playing on a custom Vice City court in redesigned uniforms and selling themed merchandise, according to Game Rant.

Game Rant reports that Take-Two has called pre-orders "unprecedented and astonishing" but has not released a figure. Miami officials have approved more large promotional banners, and some of the permit money is reportedly going to a local trail.

Rockstar and Take-Two have never publicly disclosed a final GTA 6 budget, so the multi-billion-dollar figures circulating online are unconfirmed. Pre-load opens November 12, and the game launches on November 19, 2026 for PS5 and Xbox Series X and S.