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AT&T ups its unlimited data game, throws in HBO for free

The carrier just raised the stakes in the unlimited data battle.

You can get "Game of Thrones" for free as part of AT&T's unlimited data plan.

In the wireless war to win you over, AT&T may have just found its nuclear weapon: free access to "Game of Thrones."

The carrier said Wednesday that customers who subscribe to its "Unlimited Plus" plan will get HBO thrown in at no extra cost. Customers with an AT&T DirecTV or U-Verse TV account will get the premium channel added to their lineup, while wireless-only customers will get access through the DirecTV Now or HBO Go app. The promotion kicks in Thursday.

The promotion represents the latest move to entice customers to switch wireless carriers. Over the past few months, T-Mobile "eliminated" the taxes and fees on its unlimited plan, Verizon brought back its unlimited plan with no limitation on video streaming (which T-Mobile quickly matched), Sprint went and undercut both, and AT&T lowered the price on its own unlimited option. This is a far cry from a few years back, when the carriers were reluctant to talk about an all-you-can-eat option.

The new season starts July 16.


Under the promotion, new and existing customers will get HBO. If you're an AT&T video subscriber who already pays for HBO, you will no longer be charged for the channel.

The Unlimited Plus plan is AT&T's higher-end version of its unlimited data option, allowing for high-definition video, no speed restrictions and 10 gigabytes of mobile hotspot access. It costs $90 for one line, $145 for two lines and $20 for each additional line.

AT&T is still offering its $25 monthly video credit toward DirecTV or U-Verse in a bid to get you to sign up for multiple services.

The company has been on a mission to get you to see it as more than just a wireless provider. AT&T wants you to think of it as a budding entertainment giant. AT&T bought DirecTV for $49 billion in 2015. It is working to complete the acquisition of Time Warner -- HBO's parent -- in a deal valued at $85.4 billion. The company has also posted strong early numbers for its DirecTV Now streaming video service.

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