Brandwave

How popular isAsmodee?

In September 2026, people searched for Asmodee by name about 150 times in New Zealand, a 50% increase from the previous year. These searches made up 9% of all New Zealand board game brand searches, placing Asmodee third out of six brands. When we asked both ChatGPT and Google AI Overviews about board game brands, Asmodee appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Asmodee is the third most searched of 6 competitors and the second most recommended in AI answers.

  1. HasbroShare of searches 45.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. RavensburgerShare of searches 36.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. AsmodeeShare of searches 9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Garphill GamesShare of searches 5.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. GibsonsShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top board game brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Asmodee was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Asmodee is the second most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ravensburger1st
  2. Asmodee2nd
  3. Hasbro3rd
  4. Days of Wonder4th
  5. Garphill Games5th
  6. Gibsons–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ravensburger3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Asmodee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hasbro2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Garphill Games2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Days of Wonder2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gibsons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about board game brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which board game brands compete with Asmodee?

Asmodee against board game brands in New Zealand, by month

Share of searches by month for Hasbro, Ravensburger, Asmodee, Garphill Games, Gibsons. The figures are in the table below the chart.

View monthly share of searches table
MonthHasbroRavensburgerAsmodeeGarphill GamesGibsonsDays of Wonder
Oct 202546.6%35.9%7.6%5.3%3.8%0.76%
Nov 202546.8%32.6%8.5%6.4%4.3%1.4%
Dec 202541.9%35.9%6%8.4%4.8%3%
Jan 202650.7%28.3%7.9%7.2%3.3%2.6%
Feb 202647.7%28.8%9%9.9%2.7%1.8%
Mar 202650.8%24.2%14.5%7.3%2.4%0.81%
Apr 202648.9%27.4%13.3%6.7%2.2%1.5%
May 202645.5%31.8%11.7%5.8%3.9%1.3%
Jun 202647.3%31.1%12.2%6.1%2.7%0.68%
Jul 202644.8%34.9%10.5%5.2%3.5%1.2%
Aug 202638.4%43.5%10.9%3.6%2.9%0.72%
Sep 202645.8%36.1%9%5.4%3%0.6%

  1. 1.Hasbro

    45.8%

    Moved from 2nd to 1st. 760 estimated branded searches, +43.4% vs prior month. Share +7.4 points.

  2. 2.Ravensburger

    36.1%

    Moved from 1st to 2nd. 600 estimated branded searches, 0% vs prior month. Share -7.3 points.

  3. 3.Asmodee

    9%

    Held 3rd. 150 estimated branded searches, 0% vs prior month. Share -1.8 points.

  4. 4.Garphill Games

    5.4%

    Held 4th. 90 estimated branded searches, +80% vs prior month. Share +1.8 points.

  5. 5.Gibsons

    3%

    Held 5th. 50 estimated branded searches, +25% vs prior month. Share +0.1 points.

  6. 6.Days of Wonder

    0.6%

    Held 6th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Asmodee and its closest rivals

Every comparison with Asmodee

3 comparisons

How has branded search demand for Asmodee changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Asmodee in New Zealand rose from 100 to 150.
  • Across the 12 months ending September 2026, Asmodee’s share of searches among board game brands in New Zealand increased from 7.6% to 9%.
  • Across the 12 months ending September 2026, Asmodee’s share of searches among board game brands in New Zealand peaked at 14.5% in March 2026 and was lowest at 6% in December 2025.

How did search popularity change for New Zealand board game brands in September 2026?

4 changes

  1. In September 2026, Hasbro overtook Ravensburger to become the leader among board game brands in New Zealand, with 45.8% of the searches.

  2. In September 2026, Garphill Games gained share of searches among board game brands in New Zealand, from 3.6% to 5.4%.

  3. In September 2026, Ravensburger lost share of searches among board game brands in New Zealand, from 43.5% to 36.1%.

  4. In September 2026, Asmodee lost share of searches among board game brands in New Zealand, from 10.9% to 9%.

How are Asmodee’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Asmodee’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • asmodee
  • asmodee board games

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How the Brand Demand Index is measured

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