GTA 6 ad campaign reaches São Paulo street screens

GTA 6's marketing push has reached Brazil. LED billboards in São Paulo are showing the game's cover art, according to Critical Hits. The Brazilian outlet pieced the story together from photos players posted on social media in late October. Rockstar Games hasn't said anything about a Brazilian campaign itself, so for now the fan photos are the only evidence.

Where the São Paulo screens are

Critical Hits says the first panel turned up on Avenida Nove de Julho, one of the city's main roads. Rodrigo Favero found a second one near Praça da Sé in the historic centre, and the GTA 6 Info Brasil account shared his photo. That account has since been collecting more sightings from fans hunting for the ads around the city.

The user thxx_nb posted a third ad, in the Lapa district. Critical Hits says the photo may date from October 26 or 27, but the exact date is unconfirmed. So far the ads are mostly digital panels around the city centre, the outlet says, so this looks like a screen campaign rather than a city-wide takeover.

The ads appear to use the same cover art Rockstar has used in its global marketing. If you want the backstory on that image, artist Stephen Bliss has talked about how the GTA 6 cover still uses his grid.

Brazil follows the US and Europe

According to Critical Hits, Brazil comes after GTA 6 ads in cities across the United States and Europe. Those placements haven't all been identical: we previously covered a Paris banner that edited the guns out of the cover art. Nobody has reported a change like that in the São Paulo photos.

Critical Hits also notes that big game launches have recently gone much bigger in São Paulo. Forza Horizon 6, for example, took over metro lines and entire train cars. Nobody has confirmed that GTA 6 will get the same treatment. The outlet suggests the campaign could spread to other parts of the city and the rest of the country, but for now that's just a guess.

Launch on November 19

GTA 6 comes out on November 19 for PlayStation 5 and Xbox Series X|S. Fans in Brazil checking when the game unlocks locally can find the details in our guide to GTA 6 launch times by country.

For Brazilian players, the São Paulo screens are the first visible sign that Rockstar's marketing includes them. If more sightings come in from other cities, or Rockstar confirms a wider Latin American push, we'll update this story.