How popular isXbox Game Pass in search?
In August 2026, there were an estimated 9.3K branded searches for Xbox Game Pass in New Zealand which is down 62.3% over the last 11 months. Xbox Game Pass holds 2.1% estimated Share of Search among New Zealand online game platforms and is ranked 4th of 6 competitors for search popularity.
Roblox53.3%
Minecraft32%
Epic Games9.9%
Xbox Game Pass2.1%
Steam2%EA0.63%
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Which online game platforms compete with Xbox Game Pass?
Share of Search by month for Roblox, Minecraft, Epic Games, Xbox Game Pass, Steam. The figures are in the table below the chart.
View monthly share of search table
| Month | Roblox | Minecraft | Epic Games | Xbox Game Pass | Steam | EA |
|---|---|---|---|---|---|---|
| Oct 2025 | 63.2% | 22.1% | 7.3% | 4.7% | 1.2% | 1.4% |
| Nov 2025 | 58.4% | 26.6% | 9.8% | 2.6% | 1.5% | 0.97% |
| Dec 2025 | 53.8% | 22.4% | 18.5% | 2.4% | 2% | 0.94% |
| Jan 2026 | 64.4% | 19% | 11.3% | 2.4% | 1.9% | 1.1% |
| Feb 2026 | 61.8% | 25.2% | 8.7% | 1.9% | 1.7% | 0.67% |
| Mar 2026 | 54.9% | 31.6% | 9.2% | 2% | 1.7% | 0.65% |
| Apr 2026 | 61.8% | 24.7% | 7.9% | 3.1% | 1.8% | 0.74% |
| May 2026 | 51.2% | 30.4% | 10.7% | 5.1% | 1.9% | 0.7% |
| Jun 2026 | 49.1% | 33.5% | 11.1% | 2.4% | 3.4% | 0.63% |
| Jul 2026 | 53.9% | 26.3% | 11.7% | 2.5% | 4.8% | 0.73% |
| Aug 2026 | 53.3% | 32% | 9.9% | 2.1% | 2% | 0.63% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.3% | 230K | -1.2% | -0.6 points | |
| 2, held 2nd | 32% | 138K | +21.4% | +5.6 points | |
| 3, held 3rd | 9.9% | 42.7K | -15.4% | -1.8 points | |
| 4, moved from 5th to 4th | 2.1% | 9.3K | -15% | -0.4 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 2% | 8.8K | -57.5% | -2.8 pointsmoved from 4th to 5th | |
| 6, held 6th | 0.63% | 2.7K | -12.8% | -0.1 points |
1.
Roblox53.3%
held 1st · 230K estimated branded searches · -1.2% vs prior month · -0.6 points
32%
held 2nd · 138K estimated branded searches · +21.4% vs prior month · +5.6 points
9.9%
held 3rd · 42.7K estimated branded searches · -15.4% vs prior month · -1.8 points
2.1%
moved from 5th to 4th · 9.3K estimated branded searches · -15% vs prior month · -0.4 points
5.
Steam2%
moved from 4th to 5th · 8.8K estimated branded searches · -57.5% vs prior month · -2.8 points
6.
0.63%
held 6th · 2.7K estimated branded searches · -12.8% vs prior month · -0.1 points
Compare search popularity between Xbox Game Pass and its closest rivals
How has branded search demand for Xbox Game Pass changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Xbox Game Pass in New Zealand fell from 24.6K to 9.3K.
- Across the 11 months ending August 2026, Xbox Game Pass’ estimated Share of Search among online game platforms in New Zealand decreased from 4.7% to 2.1%.
- Across the 11 months ending August 2026, Xbox Game Pass’ estimated Share of Search among online game platforms in New Zealand peaked at 5.1% in May 2026 and was lowest at 1.9% in February 2026.
How did search popularity change for New Zealand online game platforms in August 2026?
6 changes
In August 2026, Minecraft gained estimated Share of Search among online game platforms in New Zealand, from 26.3% to 32%.
In August 2026, Steam lost estimated Share of Search among online game platforms in New Zealand, from 4.8% to 2%.
In August 2026, Epic Games lost estimated Share of Search among online game platforms in New Zealand, from 11.7% to 9.9%.
In August 2026, Roblox lost estimated Share of Search among online game platforms in New Zealand, from 53.9% to 53.3%.
In August 2026, Xbox Game Pass rose from 5th to 4th among online game platforms in New Zealand.
Estimated monthly branded searches for EA in New Zealand fell 62.9% over 11 measured months, from 7.3K to 2.7K in August 2026.
How is Xbox Game Pass measured?
Brandwave collects information about searches that people make online using Xbox Game Pass’ 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.
16 branded search terms
- game pass
- game pass game
- game pass games
- game pass ultimate
- game pass xbox pc
- microsoft game pass
- pc game pass
- xbox game pass
- xbox game pass cost
- xbox game pass download
- xbox game pass near me
- xbox game pass new zealand
- xbox game pass nz
- xbox game pass online
- xbox game pass ultimate
- xboxgamepass
Who owns Xbox Game Pass?
Xbox Game Pass is owned by 
Microsoft. Brandwave also tracks 
Bing, 
GitHub Actions, GitHub Copilot, 
LinkedIn Ads, Microsoft 365, 
Microsoft Authenticator, Microsoft Bookings, 
Microsoft Dynamics 365, Microsoft Edge, 
Microsoft Forms, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, 
Microsoft Translator, Microsoft Visio, Minecraft, OneDrive, 
OneNote, 
Outlook, Power Automate, Power BI, SharePoint and Xbox, owned by the same company, in New Zealand.
Do you work for Xbox Game Pass? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Xbox Game Pass your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.