GTA VI Marketing Takes Over Toronto Streets
AI-generated image · Bay Street Wire · Based on a photo by Toronto History (CC BY 2.0, Wikimedia Commons)
Massive billboards and transit ads signal the impending launch of Rockstar Games' long-awaited title.
Toronto is seeing a surge of Grand Theft Auto VI marketing as the city prepares for the game's upcoming release, as BlogTO first reported. Social media users have documented a significant takeover of the city, most notably featuring three giant billboards at Yonge and Dundas. Additional promotional materials have also appeared within the Bloor-Yonge TTC station.
Developed by Rockstar Games, the title is scheduled to launch on Nov. 19 for $109.99. The game follows Jason and Lucia, a romantic duo inspired by Bonnie and Clyde, as they commit crimes in Leonida, a fictional state based on Florida. BlogTO reports that the game will be available on Xbox Series X/S and PS5 at launch, though a PC version will not be immediately available. Console pre-loads are set to begin Nov. 10 and will require more than 200GB of storage.
While the marketing push is highly visible in the city, BlogTO notes that Rockstar Games maintains a low-key Canadian presence through Rockstar Toronto, located in Oakville. The outlet further reports that this location was the site of protests last year regarding alleged layoffs and union-busting efforts.
GTA VI has been in early development since 2018, following the release of Red Dead Redemption II, and was officially unveiled in 2023 after a significant leak. This release follows a long gap in the series, with the previous installment, GTA V, debuting in 2013.