JeuxVideo.com lists Rockstar's street-level operations, from the Heat game on November 18 to the Mercuriales tower. The big picture of an unprecedented campaign.
Photo: Rockstar Games
Sources jeuxvideo.com
Six weeks from release, Rockstar is taking over the street. According to JeuxVideo.com, which takes stock of GTA 6's communication campaign, the publisher is applying what the site calls "Real-World Infiltration": making Leonida exist in everyday scenery. Three examples, from Florida to Paris, show the scale.
The most visible is the deal with the Miami Heat. Per JeuxVideo.com, for the November 18 game against the Milwaukee Bucks at the Kaseya Center, the night before the worldwide launch, the team will wear a Vice City-themed uniform and play on a court built for the occasion. The evening's name, "A Night in Vice City", appears in a team post the site embeds.
JeuxVideo.com also revisits Miami Beach, whose commissioners approved by 4 votes to 3 a campaign running October 15 to December 31. Rockstar will pay at least $3 million, meant to help renovate the Flamingo Park football field, and the "VI" or "Vice City" wording will dress more than 200 chairs and umbrellas through operator Boucher Brothers, without showing the game's brand. We detailed that vote when it happened.
France is not forgotten. Also per the site, a 175-meter-tall poster went up in October on one of the Mercuriales towers at Porte de Bagnolet, visible from the Paris ring road. It is built strip by strip. On November 19, Le Grand Rex will host an evening in its Infinite room from 8 p.m. to midnight, with creator Vlad_CKa playing live on stage, from €15.40; we reported it as soon as it was announced.
JeuxVideo.com cites a global marketing budget of around $500 million, on top of development estimated at $1 to 2 billion. These are the outlet's estimates, not figures from Rockstar or Take-Two, which have not confirmed them. The logic is clear enough: saturate public space before the game exists.
For French players, it means the November 19 launch will also be lived outdoors, from the Paris ring road to the movie theater. What remains unknown is the unlock time, which Rockstar has not given. Editions and prices are on our price page.
Sources jeuxvideo.com
By Solange Rocheval · VI Countdown newsroom, OKALAM Studio