Brandwave

Hobby Lords vs Shuffle and Cut:Which is more popular in New Zealand?

In October 2026, Hobby Lords had more branded searches than Shuffle and Cut among card and tabletop game stores in New Zealand. Hobby Lords had about 12,300 branded searches, while Shuffle and Cut had 2,430. Hobby Lords made up 31.3% of all card and tabletop game store searches we track, and Shuffle and Cut accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about card and tabletop game stores, Hobby Lords appeared in one of the four answers and Shuffle and Cut in none.

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

Who do people search for more?

Hobby Lords, about 5 searches for every 1 for Shuffle and Cut

Hobby Lords 12.3K searchesShuffle and Cut 2.4K searches

Who does AI mention more?

Hobby Lords, mentioned in 1 of 4 answers, Shuffle and Cut in 0

Hobby Lords in 1 of 4Shuffle and Cut in 0 of 4

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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, Hobby Lords was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Shuffle and Cut did not appear in any of the four answers.

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 Hobby Lords or Shuffle and Cut more popular in search?

This chart shows how often people search Google for Hobby Lords and Shuffle and Cut 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.

Hobby Lords and Shuffle and Cut among card and tabletop game stores in New Zealand, by month

Share of searches by month for Hobby Lords, Shuffle and Cut. 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 Hobby Lords and Shuffle and Cut 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?

3 changes

  1. In October 2026, Cerberus Games overtook Goblin Games and Shuffle and Cut to rank 3rd among card and tabletop game stores in New Zealand, with 9.1% of the searches.

  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%.

  3. In October 2026, Shuffle and Cut lost share of searches among card and tabletop game stores in New Zealand, from 6.9% to 6.2%.

How are Hobby Lords’ and Shuffle and Cut’s branded searches counted?

4 search terms

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

Hobby Lords

2 branded search terms

  • hobby lords
  • hobbylords

Shuffle and Cut

2 branded search terms

  • shuffle and cut games
  • shuffleandcut

How the Brand Demand Index is measured

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

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