Miami official says GTA 6 marketing budget at least $150 million ahead of November launch
A Miami-Dade County commissioner has said Rockstar Games’ Grand Theft Auto VI has a marketing budget of at least $150 million ahead of its November 19, 2026 launch for PS5 and Xbox Series X/S. Rockstar Games has not publicly confirmed that figure.
The figure was reported by The Miamian and raised by Miami-Dade County Commissioner Rene Garcia during a county discussion about promotional expenses. The discussion centred on a large "Welcome to Vice City" advertisement proposed for the rooftop of the Kaseya Center in downtown Miami, and commissioners questioned the cost of the project. Previous reporting has estimated the game’s production budget at around $1 billion, and the piece said Rockstar’s marketing campaign has already begun.
Commissioners were told the rooftop sign in question would cost $975,000, a price that drew scrutiny during the meeting where Garcia referenced GTA VI-related promotional deals and the wider marketing budget. The Miamian report tied that rooftop proposal to the broader push to promote the game in Miami. Garcia did not provide an explanation in the meeting for how he arrived at the $150 million estimate.
The report also described multiple real-world promotional activities in Miami, and said Rockstar is expanding such promotions to other regions. It noted a promotional side banner was displayed during an NFL game as part of the campaign visible outside Miami. Past reports cited in the article said Rockstar agreed to pay up to $1.2 million for six ads in varying locations around the city.
Another Miami promotion referenced in the article was estimated at $4 million for an activation in Miami Beach. The article added that Rockstar has reportedly partnered with Miami for several real-world campaigns themed around Vice City and that the game is set in the fictional state of Leonida, inspired by Florida. Those initiatives were presented as part of the company’s broader marketing push.
The Miamian report and comments by Commissioner Garcia have not been corroborated by Rockstar Games or Take-Two Interactive, and the article advised treating the $150 million figure as unverified. The author wrote that the estimate currently rests on Garcia’s remarks rather than an official confirmation.
The article concluded by noting that, as the November 19 launch approaches, additional details, information or a gameplay trailer for GTA 6 may surface before release.