Quickly capitalizing on the video game gone viral, Pokémon Go, U.K.-based insurance firm Row has announced the launch of its new Pokédex coverage which will offer protection for cell phones against theft, loss, and accidental damage."Don't let accidental damage get in the way of catching them all," Row states on its website, in a marketing tagline that echoes the video popular catch-phrase.
"Pokémon Go" became a global craze after it launched on July 6 in the U.S., and the game is slowly rolling out in Europe and across Asia. On Friday the game launched in Japan.
The app is based on location-tracking and augmented-reality technology that allows players to capture the iconic Pokémon characters through cameras on their smartphones.
It's already the top grossing app in many countries, including the U.K., according to research firm App Annie, but its wide-spread use has raised health and safety concerns.
Drivers playing "Pokémon Go" while in the car have been involved in accidents, while teenagers looking for Pokémon trespassed on a nuclear-power-plant property in Ohio.
Some players have accidentally stepped into a minefield in Bosnia-all despite warnings from the game publishers and local authorities.
None of that is covered by the insurance product being sold by Row. The policy it's promoting covers just its customers' phones.
"Taking up the challenge of becoming a Pokémon Go trainer and becoming the very best like no one ever was is undoubtedly important, but don't forget to defend your pokédex (mobile phone) with the UK's top rated specialist insurance provider to keep you playing the game without interruption," the company says.
It said that the insurance costs £1.49 ($1.95) per month and up.