Mighty Ape vs Noel Leeming:Which is more popular?

Name: Mighty Ape vs Noel Leeming: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Noel Leeming had more branded searches than Mighty Ape among video game retailers in New Zealand. Noel Leeming had about 271,000 branded searches, while Mighty Ape had 113,000. Noel Leeming made up 28.3% of all video game retailer searches we track, and Mighty Ape accounted for 11.9%. When we asked ChatGPT and Google AI Overviews about video game retailers, Mighty Ape appeared in three of the four answers and Noel Leeming in none.

Among video game retailers in New Zealand in September 2026

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Top video game retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Mighty Ape was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Noel Leeming 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.

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
The Warehouse	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
JB Hi-Fi	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Mighty Ape	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
EB Games	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Noel Leeming	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

The Warehouse3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
JB Hi-Fi3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mighty Ape3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
EB Games3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Noel Leeming0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about video game retailers

4 answers

Asked ChatGPT
“Which video game retailer should I shop at in New Zealand?”
1. 1JB Hi-Fi
2. 2Mighty Ape
3. 3The Warehouse
4. 4EB Games
Asked ChatGPT
“What are the best video game retailers in New Zealand?”
1. 1JB Hi-Fi
2. 2Mighty Ape
3. 3The Warehouse
4. 4EB Games
Asked ChatGPT
“What's the best video game retailer in New Zealand for games and consoles?”
1. 1JB Hi-Fi
2. 2Mighty Ape
3. 3The Warehouse
4. 4EB Games
Searched Google, AI Overview
“video game store”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“game shop nz”

Not named in any answer:

Noel Leeming

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Mighty Ape or Noel Leeming more popular in search?

This chart shows how often people search Google for Mighty Ape and Noel Leeming by name. Each line represents a brand's share of searches for all five video game retailers we track, month by month, from searches in New Zealand.

Mighty Ape and Noel Leeming among video game retailers in New Zealand, by month

Month	The Warehouse	Noel Leeming	JB Hi-Fi	Mighty Ape	EB Games
Oct 2025	31.9%	28%	21.6%	11.8%	6.6%
Nov 2025	28.3%	29.9%	23.3%	12.8%	5.8%
Dec 2025	30.7%	26.9%	20.8%	13.8%	7.7%
Jan 2026	27.8%	20.1%	15.4%	8.5%	28.2%
Feb 2026	38%	27.7%	21.2%	11.6%	1.6%
Mar 2026	38.1%	27.8%	21.3%	11.6%	1.3%
Apr 2026	36.1%	26.7%	24.7%	11%	1.5%
May 2026	37.6%	27.7%	21.1%	11.4%	2.3%
Jun 2026	33.4%	29.8%	22.8%	12.4%	1.6%
Jul 2026	33.3%	30%	22.7%	12.3%	1.6%
Aug 2026	33.6%	29.7%	22.8%	12.4%	1.4%
Sep 2026	32%	28.3%	26.5%	11.9%	1.3%

How has the Mighty Ape and Noel Leeming comparison changed over the last 12 months?

3 findings

Noel Leeming was ahead of Mighty Ape in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Mighty Ape’s share of searches among video game retailers in New Zealand moved from 11.8% to 11.9%, and its estimated monthly branded searches moved from 139K to 113K.
Across the 12 months ending September 2026, Noel Leeming’s share of searches among video game retailers in New Zealand moved from 28% to 28.3%, and its estimated monthly branded searches moved from 329K to 271K.

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

2 changes

In September 2026, Noel Leeming lost share of searches among video game retailers in New Zealand, from 29.7% to 28.3%.
In September 2026, Mighty Ape lost share of searches among video game retailers in New Zealand, from 12.4% to 11.9%.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Mighty Ape’s and Noel Leeming’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.