Brandwave

Card Merchant vs Hobby Lords:Which is more popular in New Zealand?

In October 2026, Hobby Lords had more branded searches than Card Merchant among card and tabletop game stores in New Zealand. Hobby Lords had about 12,300 branded searches, while Card Merchant had 9,900. Hobby Lords made up 31.3% of all card and tabletop game store searches we track, and Card Merchant accounted for 25.2%. When we asked ChatGPT and Google AI Overviews about card and tabletop game stores, Card Merchant appeared in three of the four answers and Hobby Lords in one. Card Merchant was mentioned before Hobby Lords in every answer that named either.

Among card and tabletop game stores in New Zealand in October 2026

Who do people search for more?

Hobby Lords, about 24% more searches than Card Merchant

Hobby Lords 12.3K searchesCard Merchant 9.9K searches

Who does AI mention more?

Card Merchant, mentioned in 3 of 4 answers, Hobby Lords in 1

Card Merchant in 3 of 4Hobby Lords in 1 of 4

Who does AI recommend more?

Card Merchant, named ahead of Hobby Lords in 2 of 2 answers

Card Merchant first in 2Hobby Lords never first

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Top card and tabletop game stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Card Merchant was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hobby Lords was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Card Merchant was listed before Hobby Lords in every answer that named either.

Most recommended by AI

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

  1. Vagabond Games & Collectables1st
  2. Cerberus Games2nd
  3. Spellbound Games3rd
  4. Card Merchant4th
  5. Bea DnD Games5th
  6. Goblin Games6th
  7. Hobby Lords7th
  8. Shuffle and Cut–
  9. Nova Games–
  10. Calico Keep–
  11. +1 more

Mentioned by AI

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

  • Card Merchant3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cerberus Games2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spellbound Games2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Vagabond Games & Collectables2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bea DnD Games2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hobby Lords1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Goblin Games1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shuffle and Cut0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nova Games0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Calico Keep0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about card and tabletop game stores

4 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.

Is Card Merchant or Hobby Lords more popular in search?

This chart shows how often people search Google for Card Merchant and Hobby Lords by name. Each line represents a brand's share of searches for all 11 card and tabletop game stores we track, month by month, from searches in New Zealand.

Card Merchant and Hobby Lords among card and tabletop game stores in New Zealand, by month

Share of searches by month for Hobby Lords, Card Merchant. The figures are in the table below the chart.

View monthly share of searches table
MonthHobby LordsCard MerchantCerberus GamesGoblin GamesShuffle and CutNova GamesCalico KeepSpellbound GamesVagabond Games & CollectablesBea DnD GamesGaming DNA
Nov 202525.4%26.8%7.8%7.8%8%6.5%5.6%5.1%4.3%2.4%0.24%
Dec 202521.3%26.6%9.7%7.8%7.9%7.8%5.6%5.1%4.3%3.5%0.38%
Jan 202624.1%24.6%9%9%9.1%6%6.6%4.7%4%2.5%0.42%
Feb 202622.7%28.5%8.3%8.3%8.5%6.9%5.2%5.5%2.9%2.9%0.32%
Mar 202623%23.6%10.5%10.5%8.5%7%5.4%4.7%3.8%2.6%0.5%
Apr 202628.1%24.2%8.8%8.8%7.2%7.1%5.4%4.6%3.2%2.2%0.34%
May 202625.2%25.8%7.5%9.4%7.6%6.3%5.6%6.2%3.4%2.6%0.36%
Jun 202630.6%24.6%7.2%9%7.3%6%4.8%4.7%3.2%2.2%0.42%
Jul 202629.6%24.8%9%9%6.1%6%4.7%4.8%3.3%2.2%0.43%
Aug 202630.3%24.4%7.1%8.9%7.2%5.9%4.5%4.7%3.9%2.5%0.52%
Sep 202634.3%23.4%6.9%8.5%6.9%5.7%4.1%4.5%3.1%2.1%0.4%
Oct 202631.3%25.2%9.1%7.4%6.2%6.1%4.5%4.1%3.3%2.5%0.36%

How has branded search for Card Merchant and Hobby Lords changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand card and tabletop game stores in October 2026?

2 changes

  1. In October 2026, Card Merchant gained share of searches among card and tabletop game stores in New Zealand, from 23.4% to 25.2%.

  2. In October 2026, Hobby Lords lost share of searches among card and tabletop game stores in New Zealand, from 34.3% to 31.3%.

How are Card Merchant’s and Hobby Lords’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Card Merchant’s and Hobby Lords’ 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.

Card Merchant

2 branded search terms

  • card merchant
  • cardmerchant

Hobby Lords

2 branded search terms

  • hobby lords
  • hobbylords

How the Brand Demand Index is measured

Other head-to-heads among card and tabletop game stores

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