---
title: "Video game retailers in New Zealand: Which brands are most popular in search?"
description: "Compare where New Zealanders buy video games, consoles and gaming accessories. Share of Search among Noel Leeming, JB Hi-Fi, Mighty Ape and EB Games, the video game retailers 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-video-game-retailers"
publisher: "Brandwave"
---

# Video game retailers in New Zealand: Which brands are most popular in search?

Compare where New Zealanders buy video games, consoles and gaming accessories. Share of Search among Noel Leeming, JB Hi-Fi, Mighty Ape and EB Games, the video game retailers 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**: Video game retailers
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Noel Leeming, 44.3%

## Which brand is most popular in search among video game retailers in New Zealand?

- In August 2026, Noel Leeming was the most searched among video game retailers in New Zealand, with an estimated 332K branded searches and 44.3% estimated Share of Search within this set.
- JB Hi-Fi is in 2nd place, 9.5 percentage points behind at 34.9% Share of Search.
- Across the 11 months ending August 2026, Noel Leeming’s estimated Share of Search among video game retailers in New Zealand increased from 41% to 44.3%.
- Across the 11 months ending August 2026, JB Hi-Fi’s estimated Share of Search among video game retailers in New Zealand increased from 31.4% to 34.9%.
- Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among video game retailers in New Zealand increased from 18% to 18.7%.
- Across the 11 months ending August 2026, EB Games’ estimated Share of Search among video game retailers in New Zealand decreased from 9.5% to 2.1%.
- Across the 11 months ending August 2026, Noel Leeming’s estimated Share of Search among video game retailers in New Zealand peaked at 44.6% in July 2026 and was lowest at 27.1% in January 2026.
- Across the 11 months ending August 2026, JB Hi-Fi’s estimated Share of Search among video game retailers in New Zealand peaked at 38.4% in April 2026 and was lowest at 21.5% in January 2026.
- Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among video game retailers in New Zealand peaked at 20.5% in December 2025 and was lowest at 11.8% in January 2026.
- Across the 11 months ending August 2026, EB Games’ estimated Share of Search among video game retailers in New Zealand peaked at 39.6% in January 2026 and was lowest at 2% in March 2026.

## Compare search popularity between leading brands

- [Noel Leeming vs JB Hi-Fi: compare search popularity](/demand/nz/compare/jb-hi-fi-vs-noel-leeming): 44.3% against 34.9% Share of Search.
- [Noel Leeming vs Mighty Ape: compare search popularity](/demand/nz/compare/mighty-ape-vs-noel-leeming): 44.3% against 18.7% Share of Search.
- [Noel Leeming vs EB Games: compare search popularity](/demand/nz/compare/eb-games-vs-noel-leeming): 44.3% against 2.1% Share of Search.
- [JB Hi-Fi vs Mighty Ape: compare search popularity](/demand/nz/compare/jb-hi-fi-vs-mighty-ape): 34.9% against 18.7% Share of Search.
- [JB Hi-Fi vs EB Games: compare search popularity](/demand/nz/compare/eb-games-vs-jb-hi-fi): 34.9% against 2.1% Share of Search.
- [Mighty Ape vs EB Games: compare search popularity](/demand/nz/compare/eb-games-vs-mighty-ape): 18.7% against 2.1% Share of Search.

## How did search popularity change for New Zealand video game retailers in August 2026?

- EB Games’ estimated Share of Search among video game retailers in New Zealand has lost ground for 3 months in a row, from 3.8% to 2.1% in August 2026.
- Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.
- Estimated monthly branded searches for Noel Leeming in New Zealand fell 14.9% over 11 measured months, from 390K to 332K in August 2026.
- Estimated monthly branded searches for JB Hi-Fi in New Zealand fell 12.6% over 11 measured months, from 298K to 261K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Noel Leeming | 44.3% | 332K | -2.7% | NOEL LEEMING LIMITED |
| 2 | JB Hi-Fi | 34.9% | 261K | -1.4% | JB HI-FI GROUP (NZ) LIMITED |
| 3 | Mighty Ape | 18.7% | 140K | +0.1% | Kogan.com |
| 4 | EB Games | 2.1% | 15.7K | -17.5% | EB Games |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Noel Leeming | 390K | 41% | 1 |
| Oct 2025 | JB Hi-Fi | 298K | 31.4% | 2 |
| Oct 2025 | Mighty Ape | 171K | 18% | 3 |
| Oct 2025 | EB Games | 90.4K | 9.5% | 4 |
| Nov 2025 | Noel Leeming | 565K | 41% | 1 |
| Nov 2025 | JB Hi-Fi | 440K | 32% | 2 |
| Nov 2025 | Mighty Ape | 264K | 19.2% | 3 |
| Nov 2025 | EB Games | 109K | 7.9% | 4 |
| Dec 2025 | Noel Leeming | 578K | 38.2% | 1 |
| Dec 2025 | JB Hi-Fi | 458K | 30.3% | 2 |
| Dec 2025 | Mighty Ape | 310K | 20.5% | 3 |
| Dec 2025 | EB Games | 167K | 11% | 4 |
| Jan 2026 | EB Games | 574K | 39.6% | 1 |
| Jan 2026 | Noel Leeming | 392K | 27.1% | 2 |
| Jan 2026 | JB Hi-Fi | 311K | 21.5% | 3 |
| Jan 2026 | Mighty Ape | 171K | 11.8% | 4 |
| Feb 2026 | Noel Leeming | 331K | 44.4% | 1 |
| Feb 2026 | JB Hi-Fi | 255K | 34.2% | 2 |
| Feb 2026 | Mighty Ape | 141K | 18.8% | 3 |
| Feb 2026 | EB Games | 19.1K | 2.6% | 4 |
| Mar 2026 | Noel Leeming | 337K | 44.5% | 1 |
| Mar 2026 | JB Hi-Fi | 264K | 34.9% | 2 |
| Mar 2026 | Mighty Ape | 140K | 18.5% | 3 |
| Mar 2026 | EB Games | 15.4K | 2% | 4 |
| Apr 2026 | Noel Leeming | 346K | 42.2% | 1 |
| Apr 2026 | JB Hi-Fi | 315K | 38.4% | 2 |
| Apr 2026 | Mighty Ape | 140K | 17.1% | 3 |
| Apr 2026 | EB Games | 18.4K | 2.2% | 4 |
| May 2026 | Noel Leeming | 341K | 43.9% | 1 |
| May 2026 | JB Hi-Fi | 266K | 34.3% | 2 |
| May 2026 | Mighty Ape | 140K | 18.1% | 3 |
| May 2026 | EB Games | 29.1K | 3.8% | 4 |
| Jun 2026 | Noel Leeming | 331K | 43.8% | 1 |
| Jun 2026 | JB Hi-Fi | 265K | 35% | 2 |
| Jun 2026 | Mighty Ape | 140K | 18.6% | 3 |
| Jun 2026 | EB Games | 19.7K | 2.6% | 4 |
| Jul 2026 | Noel Leeming | 341K | 44.6% | 1 |
| Jul 2026 | JB Hi-Fi | 265K | 34.6% | 2 |
| Jul 2026 | Mighty Ape | 140K | 18.3% | 3 |
| Jul 2026 | EB Games | 19K | 2.5% | 4 |
| Aug 2026 | Noel Leeming | 332K | 44.3% | 1 |
| Aug 2026 | JB Hi-Fi | 261K | 34.9% | 2 |
| Aug 2026 | Mighty Ape | 140K | 18.7% | 3 |
| Aug 2026 | EB Games | 15.7K | 2.1% | 4 |
| Sep 2026 | EB Games | — | — | — |
| Sep 2026 | JB Hi-Fi | — | — | — |
| Sep 2026 | Mighty Ape | — | — | — |
| Sep 2026 | Noel Leeming | — | — | — |

## What is being compared

- **EB Games**: Measured on the search terms “eb games albany”, “eb games bayfair”, “eb games botany”, “eb games henderson”, “eb games near me”, “eb games new zealand”, “eb games northland”, “eb games online”, “eb games palms”, “eb games pokemon”, “eb games pokemon cards”, “eb games ps5”, “eb games queensgate”, “eb games richmond”, “eb games st lukes”, “eb games sylvia park”, “eb games the base”, “eb games westcity”, “ebgames”, “ebgames co nz”, “ebgames nz”, “ebgames open hours”, “ebgames ps5” and “ps5 eb games”, summed into one figure.
- **JB Hi-Fi**: Measured on the search terms “ipad jb hi fi”, “JB Hi Fi”, “jb hi fi appliances”, “jb hi fi bayfair”, “jb hi fi botany”, “jb hi fi chromebook”, “jb hi fi computers”, “jb hi fi dvds”, “jb hi fi electronics”, “jb hi fi games”, “jb hi fi head phones”, “jb hi fi laptops”, “jb hi fi lower hutt”, “jb hi fi near me”, “jb hi fi online”, “jb hi fi phones”, “jb hi fi pokemon”, “jb hi fi ps5”, “jb hi fi queen street”, “jb hi fi sale”, “jb hi fi sylvia park”, “jb hi fi tvs”, “jbhifi botany”, “jbhifi co nz”, “jbhifi games”, “jbhifi nz”, “jbhifi ps5”, “jbhifi queen street”, “kindle jb hi fi” and “ps5 jb hi fi”, summed into one figure.
- **Mighty Ape**: Measured on the search terms “contact mighty ape”, “Mighty Ape”, “mighty ape address”, “mighty ape after pay”, “mighty ape app”, “mighty ape au”, “mighty ape auckland”, “mighty ape books”, “mighty ape christchurch”, “mighty ape co nz”, “mighty ape contact”, “mighty ape games”, “mighty ape hours”, “mighty ape jellycat”, “mighty ape lego”, “mighty ape mobile”, “mighty ape near me”, “mighty ape new zealand”, “mighty ape nz”, “mighty ape nz store”, “mighty ape online”, “mighty ape online shopping”, “mighty ape opening hours”, “mighty ape phones”, “mighty ape pokemon”, “mighty ape ps5”, “mighty ape sale”, “mighty ape shop”, “mighty ape silverdale”, “mighty ape store”, “mighty ape stores”, “mighty ape toys”, “mighty ape wellington”, “mightyapenz”, “ps5 mighty ape” and “the mighty ape”, summed into one figure.
- **Noel Leeming**: Measured on the search terms “air fryer noel leeming”, “Noel Leeming”, “noel leeming apple watch”, “noel leeming appliances”, “noel leeming computers”, “noel leeming electronics”, “noel leeming featherston st”, “noel leeming games”, “noel leeming headphones”, “noel leeming ipad”, “noel leeming laptops”, “noel leeming lowerhutt”, “noel leeming near me”, “noel leeming nz”, “noel leeming online”, “noel leeming ps5”, “noel leeming sale”, “noel leeming st lukes”, “noel leeming tory st”, “noel leeming tvs”, “noel leeming westgate”, “noelleeming co nz”, “noelleeming gore”, “noelleeming henderson”, “noelleeming hornby”, “noelleeming nelson”, “noelleeming nz”, “noelleeming ormiston”, “noelleeming ps5” and “noelleeming richmond”, summed into one figure.

- [EB Games](/demand/nz/brands/eb-games)
- [JB Hi-Fi](/demand/nz/brands/jb-hi-fi)
- [Mighty Ape](/demand/nz/brands/mighty-ape)
- [Noel Leeming](/demand/nz/brands/noel-leeming)

## Methodology

- [How is branded search demand 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 video game retailers in New Zealand?

In August 2026, Noel Leeming was the most searched among video game retailers in New Zealand, with an estimated 332K branded searches and 44.3% estimated Share of Search within this set.

## Cite this page

Brandwave. "Video game retailers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-video-game-retailers

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