Rockstar and Take-Two appear to be beginning a major marketing campaign for Grand Theft Auto 6, with a huge “Welcome to Vice City” sign being installed on the roof of Miami’s Kaseya Center. The arena, home to the Miami Heat and a venue for major events, is closely associated with the real-world setting that inspired the game, making the stunt both highly visible and thematically appropriate.

The sign covers a substantial section of the nearly 20,000-capacity arena and was filmed by a CBS News helicopter, giving the promotion broad exposure. Miami commissioners reportedly approved permits allowing private companies to display banners larger than normally permitted, while the game is scheduled to launch on 19 November, less than two months after the reported marketing activity. The article speculates that further city-wide advertising and parody-brand promotions could follow, although the game is expected to sell strongly without such stunts.