DGT vs The Chess Store:Which is more popular?
In September 2026, DGT had more branded searches than The Chess Store among chess sets worldwide. DGT had about 1,900 branded searches, while The Chess Store had 1,000. DGT made up 14.6% of all chess set searches we track, and The Chess Store accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about chess sets, DGT and The Chess Store each appeared in one of the five answers. DGT and The Chess Store were each mentioned first in one of the two answers.
Who do people search for more?
DGT, about 90% more searches than The Chess Store
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top chess sets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DGT was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The Chess Store was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. DGT and The Chess Store were each listed first in one of the two answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
House of Staunton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- DGT1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Chess Store1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Regency Chess1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wholesale Chess1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Chessbazaar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chess sets
5 answers
Asked ChatGPT
“Which chess set should I buy?”
Asked ChatGPT
“What are the best chess set brands?”
Asked ChatGPT
“What's the best chess set for a home game?”
Searched Google, AI Overview
“chess sets”
Searched Google, AI Overview
“wooden chess set”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is DGT or The Chess Store more popular in search?
This chart shows how often people search Google for DGT and The Chess Store by name. Each line represents a brand's share of searches for all six chess sets we track, month by month, from English-language searches worldwide.
Share of searches by month for DGT, The Chess Store. The figures are in the table below the chart.
View monthly share of searches table
| Month | House of Staunton | Chessbazaar | DGT | The Chess Store | Regency Chess | Wholesale Chess |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.5% | 12.3% | 15.6% | 6.5% | 8.4% | 4.7% |
| Nov 2025 | 56.3% | 11.2% | 13.5% | 6.1% | 8.8% | 4.1% |
| Dec 2025 | 59.7% | 9.7% | 11.7% | 7.7% | 7.7% | 3.6% |
| Jan 2026 | 64.7% | 8.3% | 10.5% | 5.7% | 7% | 3.8% |
| Feb 2026 | 59.2% | 11.4% | 11.4% | 6% | 7.8% | 4.3% |
| Mar 2026 | 63.4% | 10% | 10% | 5.2% | 6.8% | 4.6% |
| Apr 2026 | 69.4% | 9.2% | 9.2% | 3.4% | 5% | 3.8% |
| May 2026 | 63.7% | 10% | 12.6% | 4.6% | 5.3% | 3.8% |
| Jun 2026 | 65% | 10.2% | 10.2% | 5.4% | 5.4% | 3.9% |
| Jul 2026 | 62.4% | 12% | 10.1% | 6.3% | 5.5% | 3.7% |
| Aug 2026 | 55.4% | 13% | 13% | 6.8% | 6.8% | 4.9% |
| Sep 2026 | 50.8% | 14.6% | 14.6% | 7.7% | 6.8% | 5.5% |
How has the DGT and The Chess Store comparison changed over the last 12 months?
3 findings
- DGT was ahead of The Chess Store in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DGT’s share of searches among chess sets worldwide moved from 15.6% to 14.6%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
- Across the 12 months ending September 2026, The Chess Store’s share of searches among chess sets worldwide moved from 6.5% to 7.7%, and its estimated monthly branded searches held steady at 1K.
How did search popularity change for chess sets worldwide in September 2026?
2 changes
In September 2026, The Chess Store overtook Regency Chess to rank 4th among chess sets worldwide, with 7.7% of the searches.
In September 2026, DGT gained share of searches among chess sets worldwide, from 13% to 14.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using DGT’s and The Chess Store’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
DGT
1 branded search term
- dgt chess
The Chess Store
1 branded search term
- the chess store
Other head-to-heads among chess sets
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