Oh, “Pokémon Go.” Will brands ever stop loving this game?

In a grab for consumers, T-Mobile announced Thursday it won’t charge customers for data used while playing “Pokémon Go.”

T-Mobile, known for its big gesture promotions, is trying to capitalize on the latest mobile gaming phenomenon. The game involves people walking around the streets, hunting for virtual Pokémon on their phones. The company is not alone in shamelessly attaching itself to game, of course. It seems like each new day brings a new Pokemon-related promotion.

T-Mobile’s free data offer begins on July 19 and lasts for one year, but you might not even need it, according to CNET. The tech site concluded the game consumed about 10 megabytes of data after 30 minutes of use, and T-Mobile said it takes up less than 1 percent of its traffic.

Still, that’s not stopping the wireless company from trying to make a splash with players. It’s also throwing in free Lyft rides to Pokéstops or gyms for up to $15, and free Wendy’s Frosty desserts. There’s a lot of cross-promotion going on here.

Giving preferential treatment to certain apps is kind of a thing for T-Mobile. The company launched its “Binge On” promotion last year, letting users stream unlimited data from some services. The move brought into question the role this kind of tactic plays in net neutrality, the idea that service providers should not charge users more to access certain parts of the internet.