GTA 6’s marketing campaign takes over public spaces ahead of launch

With the game’s release less than three weeks away, Rockstar Games is pursuing large-scale advertising across public spaces and media, including a campaign in France that began on the Mercuriales towers in Bagnolet.

3 Nov 2026

Rockstar Games is expanding its promotional campaign for Grand Theft Auto 6 ahead of the game’s release, using public spaces and media to reach audiences around the world. The operations are estimated to cost several million dollars, according to the report.

The campaign departs from the approach often used by video game publishers, which typically rely on sending games to press and influencers and releasing trailers online, on television or in cinemas. Rockstar is combining advertising with large-scale public events, aiming to reach a broad audience.

In France, the campaign began in Bagnolet, in Seine-Saint-Denis near Paris. During October, rope-access workers applied the game’s cover art to the Mercuriales towers.

Strauss Zelnick, chief executive of Rockstar’s parent company, said advertising takes place “where the audience is.”

Sources: Le Figaro.