---
title: "Board game brands in New Zealand: Which are searched most?"
description: "Compare the board game brands New Zealanders buy. Share of Search among Hasbro, Ravensburger, Asmodee, Garphill Games, Gibsons and Days of Wonder, the board game brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-board-game-brands"
publisher: "Brandwave"
---

# Board game brands in New Zealand: Which are searched most?

Compare the board game brands New Zealanders buy. Share of Search among Hasbro, Ravensburger, Asmodee, Garphill Games, Gibsons and Days of Wonder, the board game brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Board game brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Hasbro, 45.8%

## Which brand is most popular in search among board game brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Ravensburger | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Asmodee | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Hasbro | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Days of Wonder | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Garphill Games | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Gibsons | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about board game brands

- Asked ChatGPT "Which board game brand should I buy in New Zealand?": 1. Ravensburger, 2. Asmodee, 3. Days of Wonder, 4. Garphill Games
- Asked ChatGPT "What are the best board game brands in New Zealand?": 1. Asmodee, 2. Ravensburger, 3. Hasbro, 4. Days of Wonder, 5. Garphill Games
- Asked ChatGPT "What's the best board game brand in New Zealand for a family game night?": 1. Ravensburger, 2. Hasbro, 3. Asmodee
- Searched Google, AI Overview "best board games nz": named none of the brands we track
- Searched Google, AI Overview "family board games": named none of the brands we track

Not named in any answer: Gibsons.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [Hasbro vs Ravensburger: compare search popularity](/demand/nz/compare/hasbro-vs-ravensburger): 45.8% against 36.1% Share of Search.
- [Hasbro vs Asmodee: compare search popularity](/demand/nz/compare/asmodee-vs-hasbro): 45.8% against 9% Share of Search.
- [Hasbro vs Garphill Games: compare search popularity](/demand/nz/compare/garphill-games-vs-hasbro): 45.8% against 5.4% Share of Search.
- [Hasbro vs Gibsons: compare search popularity](/demand/nz/compare/gibsons-games-vs-hasbro): 45.8% against 3% Share of Search.
- [Ravensburger vs Asmodee: compare search popularity](/demand/nz/compare/asmodee-vs-ravensburger): 36.1% against 9% Share of Search.
- [Ravensburger vs Garphill Games: compare search popularity](/demand/nz/compare/garphill-games-vs-ravensburger): 36.1% against 5.4% Share of Search.
- [Ravensburger vs Gibsons: compare search popularity](/demand/nz/compare/gibsons-games-vs-ravensburger): 36.1% against 3% Share of Search.
- [Asmodee vs Garphill Games: compare search popularity](/demand/nz/compare/asmodee-vs-garphill-games): 9% against 5.4% Share of Search.
- [Asmodee vs Gibsons: compare search popularity](/demand/nz/compare/asmodee-vs-gibsons-games): 9% against 3% Share of Search.
- [Garphill Games vs Gibsons: compare search popularity](/demand/nz/compare/garphill-games-vs-gibsons-games): 5.4% against 3% Share of Search.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hasbro | 45.8% | 760 | +43.4% | Hasbro |
| 2 | Ravensburger | 36.1% | 600 | 0.0% | Ravensburger |
| 3 | Asmodee | 9% | 150 | 0.0% | Asmodee |
| 4 | Garphill Games | 5.4% | 90 | +80.0% | Garphill Games |
| 5 | Gibsons | 3% | 50 | +25.0% | Gibsons |
| 6 | Days of Wonder | 0.6% | 10 | 0.0% | Days of Wonder |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hasbro | 610 | 46.6% | 1 |
| Oct 2025 | Ravensburger | 470 | 35.9% | 2 |
| Oct 2025 | Asmodee | 100 | 7.6% | 3 |
| Oct 2025 | Garphill Games | 70 | 5.3% | 4 |
| Oct 2025 | Gibsons | 50 | 3.8% | 5 |
| Oct 2025 | Days of Wonder | 10 | 0.76% | 6 |
| Nov 2025 | Hasbro | 660 | 46.8% | 1 |
| Nov 2025 | Ravensburger | 460 | 32.6% | 2 |
| Nov 2025 | Asmodee | 120 | 8.5% | 3 |
| Nov 2025 | Garphill Games | 90 | 6.4% | 4 |
| Nov 2025 | Gibsons | 60 | 4.3% | 5 |
| Nov 2025 | Days of Wonder | 20 | 1.4% | 6 |
| Dec 2025 | Hasbro | 700 | 41.9% | 1 |
| Dec 2025 | Ravensburger | 600 | 35.9% | 2 |
| Dec 2025 | Garphill Games | 140 | 8.4% | 3 |
| Dec 2025 | Asmodee | 100 | 6% | 4 |
| Dec 2025 | Gibsons | 80 | 4.8% | 5 |
| Dec 2025 | Days of Wonder | 50 | 3% | 6 |
| Jan 2026 | Hasbro | 770 | 50.7% | 1 |
| Jan 2026 | Ravensburger | 430 | 28.3% | 2 |
| Jan 2026 | Asmodee | 120 | 7.9% | 3 |
| Jan 2026 | Garphill Games | 110 | 7.2% | 4 |
| Jan 2026 | Gibsons | 50 | 3.3% | 5 |
| Jan 2026 | Days of Wonder | 40 | 2.6% | 6 |
| Feb 2026 | Hasbro | 530 | 47.7% | 1 |
| Feb 2026 | Ravensburger | 320 | 28.8% | 2 |
| Feb 2026 | Garphill Games | 110 | 9.9% | 3 |
| Feb 2026 | Asmodee | 100 | 9% | 4 |
| Feb 2026 | Gibsons | 30 | 2.7% | 5 |
| Feb 2026 | Days of Wonder | 20 | 1.8% | 6 |
| Mar 2026 | Hasbro | 630 | 50.8% | 1 |
| Mar 2026 | Ravensburger | 300 | 24.2% | 2 |
| Mar 2026 | Asmodee | 180 | 14.5% | 3 |
| Mar 2026 | Garphill Games | 90 | 7.3% | 4 |
| Mar 2026 | Gibsons | 30 | 2.4% | 5 |
| Mar 2026 | Days of Wonder | 10 | 0.81% | 6 |
| Apr 2026 | Hasbro | 660 | 48.9% | 1 |
| Apr 2026 | Ravensburger | 370 | 27.4% | 2 |
| Apr 2026 | Asmodee | 180 | 13.3% | 3 |
| Apr 2026 | Garphill Games | 90 | 6.7% | 4 |
| Apr 2026 | Gibsons | 30 | 2.2% | 5 |
| Apr 2026 | Days of Wonder | 20 | 1.5% | 6 |
| May 2026 | Hasbro | 700 | 45.5% | 1 |
| May 2026 | Ravensburger | 490 | 31.8% | 2 |
| May 2026 | Asmodee | 180 | 11.7% | 3 |
| May 2026 | Garphill Games | 90 | 5.8% | 4 |
| May 2026 | Gibsons | 60 | 3.9% | 5 |
| May 2026 | Days of Wonder | 20 | 1.3% | 6 |
| Jun 2026 | Hasbro | 700 | 47.3% | 1 |
| Jun 2026 | Ravensburger | 460 | 31.1% | 2 |
| Jun 2026 | Asmodee | 180 | 12.2% | 3 |
| Jun 2026 | Garphill Games | 90 | 6.1% | 4 |
| Jun 2026 | Gibsons | 40 | 2.7% | 5 |
| Jun 2026 | Days of Wonder | 10 | 0.68% | 6 |
| Jul 2026 | Hasbro | 770 | 44.8% | 1 |
| Jul 2026 | Ravensburger | 600 | 34.9% | 2 |
| Jul 2026 | Asmodee | 180 | 10.5% | 3 |
| Jul 2026 | Garphill Games | 90 | 5.2% | 4 |
| Jul 2026 | Gibsons | 60 | 3.5% | 5 |
| Jul 2026 | Days of Wonder | 20 | 1.2% | 6 |
| Aug 2026 | Ravensburger | 600 | 43.5% | 1 |
| Aug 2026 | Hasbro | 530 | 38.4% | 2 |
| Aug 2026 | Asmodee | 150 | 10.9% | 3 |
| Aug 2026 | Garphill Games | 50 | 3.6% | 4 |
| Aug 2026 | Gibsons | 40 | 2.9% | 5 |
| Aug 2026 | Days of Wonder | 10 | 0.72% | 6 |
| Sep 2026 | Hasbro | 760 | 45.8% | 1 |
| Sep 2026 | Ravensburger | 600 | 36.1% | 2 |
| Sep 2026 | Asmodee | 150 | 9% | 3 |
| Sep 2026 | Garphill Games | 90 | 5.4% | 4 |
| Sep 2026 | Gibsons | 50 | 3% | 5 |
| Sep 2026 | Days of Wonder | 10 | 0.6% | 6 |

## What is being compared

- **Asmodee**: Measured on the search terms “asmodee” and “asmodee board games”, summed into one figure.
- **Days of Wonder**: Measured on the search term “days of wonder”.
- **Garphill Games**: Measured on the search term “garphill games”.
- **Gibsons**: Measured on the search terms “gibsons games” and “gibsons puzzle”, summed into one figure.
- **Hasbro**: Measured on the search terms “hasbro” and “hasbro board games”, summed into one figure.
- **Ravensburger**: Measured on the search terms “ravensburger” and “ravensburger puzzle”, summed into one figure.

- [Asmodee](/demand/nz/brands/asmodee)
- [Days of Wonder](/demand/nz/brands/days-of-wonder)
- [Garphill Games](/demand/nz/brands/garphill-games)
- [Gibsons](/demand/nz/brands/gibsons-games)
- [Hasbro](/demand/nz/brands/hasbro)
- [Ravensburger](/demand/nz/brands/ravensburger)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among board game brands in New Zealand?

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.

## Cite this page

Brandwave. "Board game brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-board-game-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-board-game-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.