GTA 6 promo on Miami Heat arena: Here’s what it looks like – and how much it cost

Anyone flying over Miami these days might briefly forget which city they're actually arriving in. A massive “Welcome to Vice City” sign complete with a GTA 6 logo has been installed on the roof of the Kaseya Center, home of the NBA's Miami Heat. We already reported on the campaign a few days ago. At the time, however, the signs were still sitting behind the arena. They have since been lifted onto the roof by helicopter and permanently installed.

According to Miami-Dade planning documents reviewed by GTAVice.net, the GTA 6 rooftop advertisement covers a total of around 4,690 square feet, or 436 square meters. The installation apparently didn't go entirely smoothly: At one point, the covering for the “i” in “Vice” was missing, while the pink-and-white material was crumpled over the neighboring “c.” However, the issue has reportedly since been fixed.

The marketing campaign isn't exactly cheap, either. Miami-Dade County is receiving $975,000 from Rockstar as part of the agreement. According to an excerpt from the agreement posted on Reddit, the payments are split into $243,750 upon signing the contract, another $243,750 after delivery of all materials for the rooftop sign and $487,500 after installation.

On Reddit, some users are wondering why Rockstar is spending nearly $1 million on advertising for GTA 6 (available to pre-order on Amazon) that is barely visible from ground level. However, the location was likely chosen deliberately: The roof is clearly visible from the air, meaning the sign could also feature prominently in aerial TV footage surrounding events at the Kaseya Center. And the rooftop sign is likely just the beginning. Miami Beach has already separately given the green light for additional GTA 6 advertising. Starting October 15, banners, building wraps and other advertising installations will be permitted there.