IGN reports on Rockstar Games' marketing efforts for GTA 6 in Miami

IGN reported on Oct 16 2026 that Rockstar Games engaged in a marketing initiative for GTA 6, which involved modifying actual vehicles to resemble their virtual counterparts. These vehicles were then driven around Miami. The cars displayed Leonida license plates, which IGN stated are the plates found in the game's fictionalized Florida setting. A convoy of these vehicles included a Lamborghini police vehicle with a VCPD livery. Other cars were designed to look like the Progen Emerus, Cheetah, Coquette D10, Tempesta, and Manana from the game. IGN noted that social media sentiment was largely positive regarding this marketing approach. The article also mentioned that a local news page, Only in Dade, observed some of these vehicles parked at a gas station, with a Goodyear blimp displaying a GTA 6 advertisement in the background. IGN further reported that Rockstar Games developers had previously traveled across Florida for research trips related to GTA 6. The article also stated that some Miami officials have expressed concern about the studio's influence, mentioning Rockstar Games taking over beaches and collaborating with the Miami Heat. IGN concluded by stating that the marketing efforts are ongoing leading up to the game's launch.