In Miami, the Kaseya Center, home to the NBA's Miami Heat, has become the center of attention as part of a marketing campaign for GTA 6, the upcoming video game from Rockstar Games. Located on the edge of Biscayne Bay, the building now displays the message "Welcome to Vice City" along with the Roman numeral "VI" at its top. In the game, the Kaseya Center is referred to as "Sahara Arena" and appears in the same Miami neighborhood, flanked by a Ferris wheel. The real-world installation, spotted by fans in late September, reportedly cost Rockstar nearly one million dollars.
Rockstar had been working for months with officials in Miami-Dade County to plan a large-scale marketing campaign in the city. Earlier plans included transforming the Miami International Airport, organizing drone light shows, and investing in local beaches. Local advisors approved these plans with a 4 to 3 vote, despite opposition from some officials, including David Suarez, a city council member from Miami Beach. Suarez showed clips from the GTA 6 extended trailer and argued that the game did not reflect the values of the local community. In contrast, Monica Matteo-Salinas, a member of the commission, strongly supported the campaign, calling it a victory for gamers and video game fans.
GTA 6 is set to release on November 19 for the PlayStation 5 and Xbox Series consoles. IGN, a popular gaming news and review site, has been covering the game extensively, including previews and details about the first confirmed double agent in the game. Erwan Lafleuriel is the editor-in-chief of IGN France and can be seen live on the IGN France Twitch channel for various gameplay sessions. He also serves as a commentator on the manga and anime show Le Cri du Mochi, which is produced in partnership with Caroline Segarra.
GTA 6 Marketing Campaign Transforms Miami Landmark with "Welcome to Vice City" Display
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