Asmodee vs Hasbro:Which is more popular?
In September 2026, Hasbro had more branded searches than Asmodee among board game brands in New Zealand. Hasbro had about 760 branded searches, while Asmodee had 150. Hasbro made up 45.8% of all board game brand searches we track, and Asmodee accounted for 9%. When we asked ChatGPT and Google AI Overviews about board game brands, Asmodee appeared in three of the five answers and Hasbro in two. Asmodee was mentioned before Hasbro in two out of three answers.
Who do people search for more?
Hasbro, about 5 searches for every 1 for Asmodee
Who does AI mention more?
Asmodee, mentioned in 3 of 5 answers, Hasbro in 2
Who does AI recommend more?
Asmodee, named ahead of Hasbro in 2 of 3 answers
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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. Hasbro 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 Hasbro in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Ravensburger1st- Asmodee2nd
- Hasbro3rd
Days of Wonder4th
Garphill Games5th
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
Asked ChatGPT
“Which board game brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best board game brands in New Zealand?”
Asked ChatGPT
“What's the best board game brand in New Zealand for a family game night?”
Searched Google, AI Overview
“best board games nz”
Searched Google, AI Overview
“family board games”
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 Hasbro more popular in search?
This chart shows how often people search Google for Asmodee and Hasbro 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.
Share of searches by month for Hasbro, Asmodee. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hasbro | Ravensburger | Asmodee | Garphill Games | Gibsons | Days of Wonder |
|---|---|---|---|---|---|---|
| Oct 2025 | 46.6% | 35.9% | 7.6% | 5.3% | 3.8% | 0.76% |
| Nov 2025 | 46.8% | 32.6% | 8.5% | 6.4% | 4.3% | 1.4% |
| Dec 2025 | 41.9% | 35.9% | 6% | 8.4% | 4.8% | 3% |
| Jan 2026 | 50.7% | 28.3% | 7.9% | 7.2% | 3.3% | 2.6% |
| Feb 2026 | 47.7% | 28.8% | 9% | 9.9% | 2.7% | 1.8% |
| Mar 2026 | 50.8% | 24.2% | 14.5% | 7.3% | 2.4% | 0.81% |
| Apr 2026 | 48.9% | 27.4% | 13.3% | 6.7% | 2.2% | 1.5% |
| May 2026 | 45.5% | 31.8% | 11.7% | 5.8% | 3.9% | 1.3% |
| Jun 2026 | 47.3% | 31.1% | 12.2% | 6.1% | 2.7% | 0.68% |
| Jul 2026 | 44.8% | 34.9% | 10.5% | 5.2% | 3.5% | 1.2% |
| Aug 2026 | 38.4% | 43.5% | 10.9% | 3.6% | 2.9% | 0.72% |
| Sep 2026 | 45.8% | 36.1% | 9% | 5.4% | 3% | 0.6% |
How has the Asmodee and Hasbro comparison changed over the last 12 months?
3 findings
- Hasbro was ahead of Asmodee in every measured month of the 12 months ending September 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, Hasbro’s share of searches among board game brands in New Zealand moved from 46.6% to 45.8%, and its estimated monthly branded searches moved from 610 to 760.
How did search popularity change for New Zealand board game brands in September 2026?
2 changes
In September 2026, Hasbro overtook Ravensburger to become the leader among board game brands in New Zealand, with 45.8% of the searches.
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?
4 search terms
Brandwave collects information about searches that people make online using Asmodee’s and Hasbro’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.
Other head-to-heads among board game brands
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