Fictional fast-food chains from the Grand Theft Auto universe have become physical concession stands inside the Kaseya Center in Miami, Florida. Rockstar Games expanded its promotional push for GTA 6 on Wednesday (21) by launching functional versions of Burger Shot and Cluckin’ Bell at the arena, offering meal combos starting at $28.50 before tax. The physical activations prepare the South Florida city—which serves as the real-world inspiration for the game’s setting—for the official release on November 19, 2026.
Beyond the themed food counters at the home venue of the National Basketball Association (NBA) franchise Miami Heat, the developer rolled out a citywide campaign across South Florida. The marketing blitz features custom vehicles modeled after Vice City cars driving on public streets, branded beach equipment along the sands of Miami Beach, and an official agreement to temporarily rename and rebrand the local professional basketball team on the eve of the game’s launch.
How the fictional fast-food stands operate inside the arena
The newly opened concession booths at the Kaseya Center bring two of Rockstar Games‘ most recognizable culinary parodies into the real world. Burger Shot, created within the franchise to satirize major hamburger chains such as Burger King and McDonald’s, operates alongside Cluckin’ Bell, a fried chicken outlet that parodies KFC. Arena attendee Joel Franco shared the first photographs and video footage of the active storefronts on social media while attending a game at the venue.
Instead of developing an entirely new kitchen operation for Burger Shot, the arena partnered with Skinny Louie, a local burger vendor that already supplied food at the stadium prior to the promotion. For the GTA 6 tie-in, orders are handed out in custom Burger Shot packaging by staff members wearing branded shirts and caps matching the virtual restaurant. Elsewhere inside the Kaseya Center, concourses and elevator doors now display promotional posters for Vice City FM, an in-game radio station, as well as an animated alligator television program titled Macca & Friends.
Custom vehicles in traffic and the one-night NBA rebrand
Outside the basketball arena, the visual aesthetic of Vice City has spread across both ground traffic and the local airspace. Residents and visitors have documented high-end sports cars and a stylized police cruiser driving through Miami traffic, each fitted with license plates from Leonida, the fictional state where the storyline of GTA 6 takes place. Overhead, a Goodyear blimp bearing the name of Vice City across its hull has been flying over the metropolitan area.
The commercial agreement between the game’s marketing team and the Miami Heat will culminate during an official NBA regular-season matchup. On the night before GTA 6 hits shelves, the basketball franchise will face the Milwaukee Bucks under the temporary name Vice City Heat. Branded as A Night in Vice City, the game will feature exclusive team uniforms, fan activations throughout the concourse, and a custom-designed basketball court installed specifically for that single evening.
Menu prices, merchandise costs and campaign timeline
Food items, licensed apparel, and public installations tied to the partnership between the video game publisher and the basketball team follow a set schedule and pricing structure for local attendees:
- Standard Burger Shot meal combo (includes a cheeseburger, french fries, and a beverage): $28.50 before tax.
- Applewood smoked bacon burger combo at Burger Shot: $31.00 before tax.
- Official Vice City Collection apparel line (including t-shirts, hats, and accessories sold through the official Miami Heat store): priced between $45 and $110, with multiple items already sold out.
- Official announcement of the partnership between the Miami Heat and the GTA 6 campaign: October 2, 2026.
- Start of the installation of themed beach chairs and umbrellas along Miami Beach: Thursday (15).
- A Night in Vice City NBA game featuring the Vice City Heat against the Milwaukee Bucks: November 18, 2026.
Rooftop neon sign and the close municipal vote in Miami Beach
The street-level promotions in October build upon physical marketing efforts that Rockstar Games initiated in September 2026, when the company first used the roof of the Kaseya Center as an advertising landmark. Workers erected a massive illuminated sign atop the arena reading “Welcome to Vice City,” an installation with an estimated cost of $975,000.
During that same month of September 2026, the proposal to bring promotional material to the neighboring shoreline of Miami Beach required formal clearance from local officials. The municipal government reviewed and approved the plan to place custom GTA 6 beach chairs and umbrellas across the public sand by a narrow margin of 4 votes to 3.
Unconfirmed rumors of a live-action trailer and branded beer
Sightings of custom-painted cars performing high-speed stunts and street races along closed public roads, accompanied by a professional camera crew, sparked speculation among players that Rockstar Games filmed a live-action promotional trailer in Miami. The developer has not issued any official confirmation regarding the footage. Separate, unverified rumors also suggest the company plans to distribute fictional beer brands from the game’s universe at real bars across the city.
GTA 6 is scheduled for worldwide release on November 19, 2026, with confirmed versions for the PlayStation 5 and Xbox Series X|S consoles.
