Porsche just announced the 911 GT2 RS, a monster of a real-wheel drive sports car with nearly 700 horsepower powered by a 3.8-liter twin-turbo engine. But the announcement didn’t come in Geneva, or Detroit, or even New York. No, the new Porsche was unveiled in Los Angeles, on the Electronic Entertainment Expo stage. Yes, Porsche just dropped a car at E3.

E3 isn’t the first place you’d expect one of the world’s biggest sports car brands to unveil a new car like the 911 GT2 RS. But then again, until this past year, you couldn’t drive a Porsche in most of the top-tier racing games because of an exclusive licensing deal with Electronic Arts. Now that that deal is dead, Porsche is showing up everywhere in the video game world — including the newly-announced Forza Motorsport 7.

A feather in Porsche’s cap as it wriggles out of an exclusive deal with EA

In fact, the GT2 RS is the cover car for Forza 7, which comes out this fall on Project Scorpio, PC, and Xbox One. And while test mules of the car have been spotted (and even driven) for months, this was the first time the public’s seen the final thing.

This is just the latest — and one of the more extreme — example of the how the auto industry is reacting to being pulled in all sorts of new directions. Over the last few years, for example, the Consumer Electronics Show in Las Vegas has become a venue for flashy car announcements to the point that it’s siphoned some of the excitement from the North American International Auto Show in Detroit.