Miami-Dade County announces marketing package with Rockstar Games ahead of Grand Theft Auto VI release

Miami-Dade County Mayor Daniella Levine Cava announced today a marketing and advertising package valued at $3.9 million ahead of the release of Grand Theft Auto VI on November 19. The arrangements include an agreement between Miami-Dade County and Rockstar Games, as well as separate advertising purchases through media companies that manage advertising space at Miami International Airport (MIA) and across the County’s transportation system.  

The announcement follows the installation of the “Welcome to Vice City” rooftop display at the County-owned Kaseya Center, which has attracted international attention from news outlets, gaming publications and fans, with photos and videos shared widely online.  

“With millions of people around the world waiting for this release, we have an opportunity to make sure Miami-Dade benefits from that attention,” said Mayor Daniella Levine Cava. “These agreements allow us to turn that excitement into additional revenue for our community.”  

The Kaseya Center display is part of an earlier $975,000 arrangement with Rockstar Games, which is included in the $3.9 million package. Production and installation costs are covered by the company. The County has allocated those funds toward development of the long-awaited public park at Dan Paul Plaza behind the arena.  

Among the planned installations are themed lighting at MIA and PortMiami, promotional displays on pedestrian walkways connecting airport parking garages to the terminals and decorative wraps on selected traffic signal cabinets throughout the County.  

Rockstar Games has also secured advertising placements through two media companies that manage advertising space at MIA and the Department of Transportation and Public Works. Rockstar Games will cover the costs of installing, maintaining and removing the advertising under its agreement with the County. The proposed designs and installations remain subject to County approval and will follow all County content guidelines.  

Miami-Dade’s agreements come as the cities of Miami and Miami Beach have also completed advertising arrangements tied to the game’s release, including temporary promotional banners in Downtown Miami and advertising on beach concession equipment in Miami Beach.  

Conceptual renderings of some of the planned advertising installations at MIA, PortMiami and DTPW are available HERE.