Calico Keep vs Spellbound Games:Which is more popular in New Zealand?
In October 2026, Calico Keep and Spellbound Games were level in searches among card and tabletop game stores in New Zealand, with an estimated 1.8K versus 1.6K branded searches, at 4.5% and 4.1% of the total. When we asked ChatGPT and Google AI Overviews about card and tabletop game stores, Spellbound Games appeared in two of the four answers and Calico Keep in none.
Who do people search for more?
Calico Keep, about 11% more searches than Spellbound Games
Who does AI mention more?
Spellbound Games, mentioned in 2 of 4 answers, Calico Keep in 0
Who does AI recommend more?
Spellbound Games, the only one of the two named
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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, Spellbound Games was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Calico Keep 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.
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
See every answer about card and tabletop game stores
4 answers
Asked ChatGPT
“Which card and tabletop game store should I shop at in New Zealand?”
Asked ChatGPT
“What are the best card and tabletop game stores in New Zealand?”
Asked ChatGPT
“What's the best card and tabletop game store in New Zealand for tabletop games?”
Searched Google, AI Overview
“card game stores”
Searched Google, AI Overview
“board game shop nz”
Google showed no AI Overview for this search.
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 Calico Keep or Spellbound Games more popular in search?
This chart shows how often people search Google for Calico Keep and Spellbound Games 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.
Share of searches by month for Calico Keep, Spellbound Games. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hobby Lords | Card Merchant | Cerberus Games | Goblin Games | Shuffle and Cut | Nova Games | Calico Keep | Spellbound Games | Vagabond Games & Collectables | Bea DnD Games | Gaming DNA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 25.4% | 26.8% | 7.8% | 7.8% | 8% | 6.5% | 5.6% | 5.1% | 4.3% | 2.4% | 0.24% |
| Dec 2025 | 21.3% | 26.6% | 9.7% | 7.8% | 7.9% | 7.8% | 5.6% | 5.1% | 4.3% | 3.5% | 0.38% |
| Jan 2026 | 24.1% | 24.6% | 9% | 9% | 9.1% | 6% | 6.6% | 4.7% | 4% | 2.5% | 0.42% |
| Feb 2026 | 22.7% | 28.5% | 8.3% | 8.3% | 8.5% | 6.9% | 5.2% | 5.5% | 2.9% | 2.9% | 0.32% |
| Mar 2026 | 23% | 23.6% | 10.5% | 10.5% | 8.5% | 7% | 5.4% | 4.7% | 3.8% | 2.6% | 0.5% |
| Apr 2026 | 28.1% | 24.2% | 8.8% | 8.8% | 7.2% | 7.1% | 5.4% | 4.6% | 3.2% | 2.2% | 0.34% |
| May 2026 | 25.2% | 25.8% | 7.5% | 9.4% | 7.6% | 6.3% | 5.6% | 6.2% | 3.4% | 2.6% | 0.36% |
| Jun 2026 | 30.6% | 24.6% | 7.2% | 9% | 7.3% | 6% | 4.8% | 4.7% | 3.2% | 2.2% | 0.42% |
| Jul 2026 | 29.6% | 24.8% | 9% | 9% | 6.1% | 6% | 4.7% | 4.8% | 3.3% | 2.2% | 0.43% |
| Aug 2026 | 30.3% | 24.4% | 7.1% | 8.9% | 7.2% | 5.9% | 4.5% | 4.7% | 3.9% | 2.5% | 0.52% |
| Sep 2026 | 34.3% | 23.4% | 6.9% | 8.5% | 6.9% | 5.7% | 4.1% | 4.5% | 3.1% | 2.1% | 0.4% |
| Oct 2026 | 31.3% | 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 Calico Keep and Spellbound Games changed in New Zealand over the last 12 months?
3 findings
- The lead changed hands 6 times in the 12 months ending October 2026: Spellbound Games took it in February 2026, Calico Keep took it in March 2026, Spellbound Games took it in May 2026, Calico Keep took it in June 2026, Spellbound Games took it in July 2026, Calico Keep took it in October 2026.
- Across the 12 months ending October 2026, Calico Keep’s share of searches among card and tabletop game stores in New Zealand moved from 5.6% to 4.5%, and its estimated monthly branded searches moved from 2.1K to 1.8K.
- Across the 12 months ending October 2026, Spellbound Games’ share of searches among card and tabletop game stores in New Zealand moved from 5.1% to 4.1%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for New Zealand card and tabletop game stores in October 2026?
2 changes
Spellbound Games’ share of searches among card and tabletop game stores in New Zealand has lost ground for 3 months in a row, from 4.8% to 4.1% in October 2026.
In October 2026, Calico Keep rose from 8th to 7th among card and tabletop game stores in New Zealand.
How are Calico Keep’s and Spellbound Games’ branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Calico Keep’s and Spellbound 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.
Calico Keep
2 branded search terms
- calico keep
- calicokeep
Spellbound Games
1 branded search term
- spellbound games
Other head-to-heads among card and tabletop game stores
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