GTA 6 Vice City Ads Approved for Miami Beaches

Rockstar Games will stage a limited ‘Vice City’ promotion on Miami public beaches from Oct. 15 to Dec. 31, 2026, after a 4–3 vote by the Miami City Commission. The agreement is valued at $3 million.

The campaign will use the fictional name ‘Vice City’ and the Roman numeral ‘VI’ on chairs and umbrellas managed by private operator Boucher Brothers. The city granted an exception to its usual beach-ad rules for the campaign but rejected requests to place branding on lifeguard stands or other municipal fixtures.

The display begins about a month before Grand Theft Auto VI’s planned Nov. 19, 2026 release and runs through the December holiday period.

Commissioner Laura Dominguez stated, “From my conversations with the city manager, there won’t be any of their logos on our city property, meaning they won’t appear on lifeguard stands or in iconic public spaces.” She added, “The gaming industry is massive globally. This is a video game; it is not real.” Dominguez confirmed the items will carry the branding only on Boucher Brothers’ chairs and umbrellas.

Opponents of the approval cited concerns about setting a precedent for future private advertising on public property and about commercial visibility on public beaches. Supporters argued the limited time frame and the contract value justified the exception.

City staff will monitor compliance with placement limits and branding guidelines for the duration of the campaign. The approved contract gives Rockstar more latitude than usual for beach-side displays but stops short of allowing major public signage.

Rockstar has scheduled Grand Theft Auto VI for release on PlayStation 5 and Xbox Series X|S on Nov. 19, 2026. The game returns players to a modernized Vice City and follows characters Jason and Lucia through heists and conspiracies.