GTA 6 Marketing Is Taking Over the World, One Commute at a Time

For years, GTA fans inspected every Rockstar post for a hidden announcement. Now you can apparently find one by waiting for the bus.

GTA 6 advertising is spreading across buildings, public transport and sports broadcasts around the world. Jason and Lucia have reached the stage of the publicity tour where they are becoming part of people’s daily commute.

Portugal, Japan, Australia, Argentina: the road to Leonida is taking a surprisingly international route.

Portugal’s commute now includes Jason and Lucia

Photos published by Portal Viciados show GTA VI advertising across Lisbon, including wrapped Carris buses and large displays inside the Metro.

It is an excellent arrangement for Rockstar. People checking their phones can see GTA online. People looking up from their phones can see GTA on the wall. People attempting to leave can board a GTA bus.

The campaign’s purple skies, character artwork and release date turn ordinary transport spaces into something closer to a departure lounge for Vice City.

See the Lisbon campaign photos.

Argentina got GTA during Boca versus River

In Argentina, viewers recorded a GTA VI commercial during the November 1 Boca Juniors versus River Plate broadcast on ESPN Premium.

The reported spot featured Spanish subtitles and a Spanish release-date card.

Putting GTA in the middle of the Superclásico is certainly a way to reach people who were not spending that afternoon refreshing a gaming news account. They came for one of football’s fiercest rivalries and briefly received a reminder about an entirely different collection of questionable decisions.

The GTA 6 News documents the broadcast sightings, including links to viewers’ recordings and photos.

Tokyo has joined the rollout

Campaign sightings also place GTA VI artwork in Tokyo, with reports and photographs showing advertising around electronics stores and shopping areas.

The worldwide campaign roundup from VGTimes includes Tokyo and Seoul among the locations reached by the latest wave.

GTA has spent years being the game everyone talks about online. This is the part where it starts introducing itself to everyone else.

Australia went with the enormous wall option

Melbourne has received a huge Jason and Lucia mural on the side of a building. Fan photographs tracked its installation, with a November 4 update showing the finished artwork.

Brisbane and Sydney also appear in reports of the expanding Australian campaign.

There is something particularly satisfying about a hand-painted gaming mural. A banner disappears when you close the tab. A building-sized Jason has rather more staying power.

The Mapheist campaign roundup collects the Melbourne progress photos and credits the original posts.

This is turning into a worldwide GTA sighting hunt

The wider rollout includes reported displays in Barcelona, Edinburgh, Warsaw, Vienna, Berlin, Munich, Stockholm, Mexico City and São Paulo.

Meanwhile, Miami has been getting advertising for fictional brands from the game. That is the especially fun part: seeing pieces of Vice City appear in the real city that helped inspire it.

The campaign has also created its own second wave of publicity. Someone spots a mural, photographs it and shares it. GTA accounts pick it up. Suddenly, an advertisement in one neighborhood is being discussed by people on another continent.

Rockstar buys the wall. The internet takes care of showing everyone the wall.

At this point, spotting a GTA VI billboard might be the closest thing we have to a worldwide side mission.

No collectible reward yet. Just another photo of Jason and Lucia reminding us that we still have to wait.