Naughty America is well-known as a provider of high-definition pornographic content, and it has since branched off to virtual reality porn in a big way. The company even has its own virtual reality headset inspired by Google Cardboard, which is currently selling at $20.

The official website announced its participation in E3, an event that has been seeing more big name publishers move away from its show floor over the years to hold press events on their own. A spokesperson from Naughty America offered some insight into their decision to make an appearance:

It’s not the first time that the event will have a booth showcasing adult entertainment, but this does show a niche in the burgeoning virtual reality industry that’s becoming much harder to ignore.

According to a SimilarWeb study, web traffic to virtual reality porn websites has seen a 202% growth, with 3.2 million visits worldwide in October 2015 alone. This goes to show that pornography is indeed a big part of virtual reality technology’s propagation in the near future. And Naughty America is looking to capitalize on that at this year’s E3 event.