Rockstar has taken its marketing for GTA 6 onto the streets of Miami. Locals recently saw a group of real cars styled to match their in-game versions driving together through the city, carrying Leonida license plates. People quickly posted photos and videos of the convoy on social media.
Replica game cars parade through Miami streets
The lineup included a Chevrolet Corvette made to resemble the Coquette, a Lamborghini painted in Vice Beach Police colors, and a McLaren styled as a real-life Progen Emerus. Real-world versions of the Cheetah, Coquette D10, Tempesta and Manana also took part.
At one point, the vehicles stopped at a local petrol station. Photos posted on Instagram by @andrewblakeames, and shared on X by OnlyinDade, show the cars parked beneath a Goodyear blimp that was also advertising GTA 6.
Miami takes on the Vice City look for months
The campaign has been building for months. In September, the studio spent almost $1 million on a glowing “Welcome to Vice City” sign on top of the Kaseya Center, where the Miami Heat play. Hard Rock Stadium, home of the Dolphins, was covered in GTA 6 ads during one weekend, and a Vice City blimp has also been seen.
Planes are towing promotional banners, and the Miami Heat will be rebranded for one game. Many locals find the stunt amusing, while others struggle to believe so much effort is going into a video game. One X user wrote, “That Vice City Police Huracan is FIRE,” while another joked that the city treats a game launch like an everyday event.
Local officials divided over the video game campaign
Not every official is happy with the push. Miami-Dade Sheriff Rosie Cordero-Stutz criticized linking the county to “a franchise built on crime, drug trafficking, and violence against law enforcement.” Commissioner David Suarez questioned whether promoting a game about fictional crime fits with Miami Beach’s efforts to tackle real problems.
Some officials welcome the extra revenue and attention, while others do not.
Cars carry GTA 6 branding without naming it
None of the vehicles display the words GTA 6, but the Leonida plates and Vice Beach police designs make the link clear to anyone who knows the game. The game is due on November 19 for PlayStation 5 and Xbox Series X/S, so the promotion has about a month left to run. How the city handles the attention remains to be seen.
