Board game brands in New Zealand:Which are most popular?
In September 2026, Hasbro was the most searched board game brand in New Zealand, accounting for 45.8% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Ravensburger and Asmodee were mentioned most often, in three of the five answers. Ravensburger was recommended most often, coming first in two out of three responses that gave a list.
HasbroShare of searches 45.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
RavensburgerShare of searches 36.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
AsmodeeShare of searches 9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Garphill GamesShare of searches 5.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Ravensburger and Asmodee were mentioned most often, in three of the five answers. Ravensburger was recommended most often, coming first in two out of three answers that gave a list. Asmodee was second, and Hasbro was third. Gibsons, which ranked fifth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Ravensburger1st
- Asmodee2nd
- Hasbro3rd
Days of Wonder4th- Garphill Games5th
- 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
Asked ChatGPT
“Which board game brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best board game brands in New Zealand?”
Asked ChatGPT
“What's the best board game brand in New Zealand for a family game night?”
Searched Google, AI Overview
“best board games nz”
Searched Google, AI Overview
“family board games”
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 do people search for most?
This chart shows how often people search Google for each board game brand by name. Each line represents a brand's share of searches for all six board game brands we track, month by month, from searches in New Zealand.
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
| Month | Hasbro | Ravensburger | Asmodee | Garphill Games | Gibsons | Days of Wonder |
|---|---|---|---|---|---|---|
| Oct 2025 | 46.6% | 35.9% | 7.6% | 5.3% | 3.8% | 0.76% |
| Nov 2025 | 46.8% | 32.6% | 8.5% | 6.4% | 4.3% | 1.4% |
| Dec 2025 | 41.9% | 35.9% | 6% | 8.4% | 4.8% | 3% |
| Jan 2026 | 50.7% | 28.3% | 7.9% | 7.2% | 3.3% | 2.6% |
| Feb 2026 | 47.7% | 28.8% | 9% | 9.9% | 2.7% | 1.8% |
| Mar 2026 | 50.8% | 24.2% | 14.5% | 7.3% | 2.4% | 0.81% |
| Apr 2026 | 48.9% | 27.4% | 13.3% | 6.7% | 2.2% | 1.5% |
| May 2026 | 45.5% | 31.8% | 11.7% | 5.8% | 3.9% | 1.3% |
| Jun 2026 | 47.3% | 31.1% | 12.2% | 6.1% | 2.7% | 0.68% |
| Jul 2026 | 44.8% | 34.9% | 10.5% | 5.2% | 3.5% | 1.2% |
| Aug 2026 | 38.4% | 43.5% | 10.9% | 3.6% | 2.9% | 0.72% |
| Sep 2026 | 45.8% | 36.1% | 9% | 5.4% | 3% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 45.8% | 760 | +43.4% | +7.4 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 36.1% | 600 | 0% | -7.3 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 9% | 150 | 0% | -1.8 points | |
| 4, held 4th | 5.4% | 90 | +80% | +1.8 points | |
| 5, held 5th | 3% | 50 | +25% | +0.1 points | |
| 6, held 6th | 0.6% | 10 | 0% | -0.1 points |
1.
Hasbro45.8%
Moved from 2nd to 1st. 760 estimated branded searches, +43.4% vs prior month. Share +7.4 points.
36.1%
Moved from 1st to 2nd. 600 estimated branded searches, 0% vs prior month. Share -7.3 points.
3.
Asmodee9%
Held 3rd. 150 estimated branded searches, 0% vs prior month. Share -1.8 points.
5.4%
Held 4th. 90 estimated branded searches, +80% vs prior month. Share +1.8 points.
5.
Gibsons3%
Held 5th. 50 estimated branded searches, +25% vs prior month. Share +0.1 points.
0.6%
Held 6th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.
Which brand is most popular in search among board game brands in New Zealand?
6 brands
In September 2026, Hasbro was the most searched among board game brands in New Zealand, with an estimated 760 branded searches, 45.8% of all searches for the six we track. Ravensburger is in 2nd place, 9.6 percentage points behind at 36.1%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Hasbro | 46.6% → 45.8% | 50.8%Mar 2026 | 38.4%Aug 2026 | 1st |
| Ravensburger | 35.9% → 36.1% | 43.5%Aug 2026 | 24.2%Mar 2026 | 2nd |
| Asmodee | 7.6% → 9% | 14.5%Mar 2026 | 6%Dec 2025 | 3rd |
| Garphill Games | 5.3% → 5.4% | 9.9%Feb 2026 | 3.6%Aug 2026 | 4th |
| Gibsons | 3.8% → 3% | 4.8%Dec 2025 | 2.2%Apr 2026 | 5th |
| Days of Wonder | 0.76% → 0.6% | 3%Dec 2025 | 0.6%Sep 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Hasbro’s share of searches among board game brands in New Zealand decreased from 46.6% to 45.8%.
- 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, Gibsons’ share of searches among board game brands in New Zealand decreased from 3.8% to 3%.
- Across the 12 months ending September 2026, Hasbro’s share of searches among board game brands in New Zealand peaked at 50.8% in March 2026 and was lowest at 38.4% in August 2026.
- Across the 12 months ending September 2026, Ravensburger’s share of searches among board game brands in New Zealand peaked at 43.5% in August 2026 and was lowest at 24.2% in March 2026.
- 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.
- Across the 12 months ending September 2026, Garphill Games’ share of searches among board game brands in New Zealand peaked at 9.9% in February 2026 and was lowest at 3.6% in August 2026.
- Across the 12 months ending September 2026, Gibsons’ share of searches among board game brands in New Zealand peaked at 4.8% in December 2025 and was lowest at 2.2% in April 2026.
- Across the 12 months ending September 2026, Days of Wonder’s share of searches among board game brands in New Zealand peaked at 3% in December 2025 and was lowest at 0.6% in September 2026.
- Across the 12 months ending September 2026, Ravensburger, Garphill Games and Days of Wonder held steady: their share of searches among board game brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand board game brands in September 2026?
4 changes
In September 2026, Hasbro overtook Ravensburger to become the leader among board game brands in New Zealand, with 45.8% of the searches.
In September 2026, Garphill Games gained share of searches among board game brands in New Zealand, from 3.6% to 5.4%.
In September 2026, Ravensburger lost share of searches among board game brands in New Zealand, from 43.5% to 36.1%.
In September 2026, Asmodee lost share of searches among board game brands in New Zealand, from 10.9% to 9%.
Compare popularity between leading brands
- Hasbro vs Ravensburger: compare popularity
- Hasbro vs Asmodee: compare popularity
- Hasbro vs Garphill Games: compare popularity
- Hasbro vs Gibsons: compare popularity
- Ravensburger vs Asmodee: compare popularity
- Ravensburger vs Garphill Games: compare popularity
- Ravensburger vs Gibsons: compare popularity
- Asmodee vs Garphill Games: compare popularity
- Asmodee vs Gibsons: compare popularity
- Garphill Games vs Gibsons: compare popularity
- Compare any of these brands
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