Brandwave

Asmodee vs Garphill Games:Which is more popular?

In September 2026, Asmodee had more branded searches than Garphill Games among board game brands in New Zealand. Asmodee had about 150 branded searches, while Garphill Games had 90. Asmodee made up 9% of all board game brand searches we track, and Garphill Games accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about board game brands, Asmodee appeared in three of the five answers and Garphill Games in two. Asmodee was mentioned before Garphill Games in every answer.

Among board game brands in New Zealand in September 2026

Who do people search for more?

Asmodee, about 67% more searches than Garphill Games

Asmodee 150 searchesGarphill Games 90 searches

Who does AI mention more?

Asmodee, mentioned in 3 of 5 answers, Garphill Games in 2

Asmodee in 3 of 5Garphill Games in 2 of 5

Who does AI recommend more?

Asmodee, named ahead of Garphill Games in every answer

Asmodee first in 3Garphill Games never first

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Top board game brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Asmodee was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Garphill Games was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Asmodee was listed before Garphill Games in every answer.

Most recommended by AI

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

  1. Ravensburger1st
  2. Asmodee2nd
  3. Hasbro3rd
  4. Days of Wonder4th
  5. Garphill Games5th
  6. Gibsons–

Mentioned by AI

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

  • Ravensburger3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Asmodee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hasbro2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Garphill Games2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Days of Wonder2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gibsons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about board game brands

5 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 Asmodee or Garphill Games more popular in search?

This chart shows how often people search Google for Asmodee and Garphill Games by name. Each line represents a brand's share of searches for all six board game brands we track, month by month, from searches in New Zealand.

Asmodee and Garphill Games among board game brands in New Zealand, by month

Share of searches by month for Asmodee, Garphill Games. The figures are in the table below the chart.

View monthly share of searches table
MonthHasbroRavensburgerAsmodeeGarphill GamesGibsonsDays of Wonder
Oct 202546.6%35.9%7.6%5.3%3.8%0.76%
Nov 202546.8%32.6%8.5%6.4%4.3%1.4%
Dec 202541.9%35.9%6%8.4%4.8%3%
Jan 202650.7%28.3%7.9%7.2%3.3%2.6%
Feb 202647.7%28.8%9%9.9%2.7%1.8%
Mar 202650.8%24.2%14.5%7.3%2.4%0.81%
Apr 202648.9%27.4%13.3%6.7%2.2%1.5%
May 202645.5%31.8%11.7%5.8%3.9%1.3%
Jun 202647.3%31.1%12.2%6.1%2.7%0.68%
Jul 202644.8%34.9%10.5%5.2%3.5%1.2%
Aug 202638.4%43.5%10.9%3.6%2.9%0.72%
Sep 202645.8%36.1%9%5.4%3%0.6%

How has the Asmodee and Garphill Games comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Garphill Games took it in December 2025, Asmodee took it in January 2026, Garphill Games took it in February 2026, Asmodee took it in March 2026.
  • Across the 12 months ending September 2026, Asmodee’s share of searches among board game brands in New Zealand moved from 7.6% to 9%, and its estimated monthly branded searches moved from 100 to 150.
  • Across the 12 months ending September 2026, Garphill Games’ share of searches among board game brands in New Zealand moved from 5.3% to 5.4%, and its estimated monthly branded searches moved from 70 to 90.

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

2 changes

  1. In September 2026, Garphill Games gained share of searches among board game brands in New Zealand, from 3.6% to 5.4%.

  2. In September 2026, Asmodee lost share of searches among board game brands in New Zealand, from 10.9% to 9%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Asmodee’s and Garphill Games’ 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.

Asmodee

2 branded search terms

  • asmodee
  • asmodee board games

Garphill Games

1 branded search term

  • garphill games

How the Brand Demand Index is measured

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