Brandwave

Gaming DNA vs Spellbound Games:Which is more popular in New Zealand?

In October 2026, Spellbound Games had more branded searches than Gaming DNA among card and tabletop game stores in New Zealand. Spellbound Games had about 1,600 branded searches, while Gaming DNA had 140. Spellbound Games made up 4.1% of all card and tabletop game store searches we track, and Gaming DNA accounted for 0.36%. When we asked ChatGPT and Google AI Overviews about card and tabletop game stores, Spellbound Games appeared in two of the four answers and Gaming DNA in none.

Among card and tabletop game stores in New Zealand in October 2026

Who do people search for more?

Spellbound Games, about 11 searches for every 1 for Gaming DNA

Spellbound Games 1.6K searchesGaming DNA 140 searches

Who does AI mention more?

Spellbound Games, mentioned in 2 of 4 answers, Gaming DNA in 0

Spellbound Games in 2 of 4Gaming DNA in 0 of 4

Who does AI recommend more?

Spellbound Games, the only one of the two named

Spellbound Games first in 2Gaming DNA never 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. Gaming DNA 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.

  1. Vagabond Games & Collectables1st
  2. Cerberus Games2nd
  3. Spellbound Games3rd
  4. Card Merchant4th
  5. Bea DnD Games5th
  6. Goblin Games6th
  7. Hobby Lords7th
  8. Shuffle and Cut–
  9. Nova Games–
  10. +1 more
  11. Gaming DNA–

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
  • Gaming DNA0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about card and tabletop game stores

4 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 Gaming DNA or Spellbound Games more popular in search?

This chart shows how often people search Google for Gaming DNA 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.

Gaming DNA and Spellbound Games among card and tabletop game stores in New Zealand, by month

Share of searches by month for Spellbound Games, Gaming DNA. The figures are in the table below the chart.

View monthly share of searches table
MonthHobby LordsCard MerchantCerberus GamesGoblin GamesShuffle and CutNova GamesCalico KeepSpellbound GamesVagabond Games & CollectablesBea DnD GamesGaming DNA
Nov 202525.4%26.8%7.8%7.8%8%6.5%5.6%5.1%4.3%2.4%0.24%
Dec 202521.3%26.6%9.7%7.8%7.9%7.8%5.6%5.1%4.3%3.5%0.38%
Jan 202624.1%24.6%9%9%9.1%6%6.6%4.7%4%2.5%0.42%
Feb 202622.7%28.5%8.3%8.3%8.5%6.9%5.2%5.5%2.9%2.9%0.32%
Mar 202623%23.6%10.5%10.5%8.5%7%5.4%4.7%3.8%2.6%0.5%
Apr 202628.1%24.2%8.8%8.8%7.2%7.1%5.4%4.6%3.2%2.2%0.34%
May 202625.2%25.8%7.5%9.4%7.6%6.3%5.6%6.2%3.4%2.6%0.36%
Jun 202630.6%24.6%7.2%9%7.3%6%4.8%4.7%3.2%2.2%0.42%
Jul 202629.6%24.8%9%9%6.1%6%4.7%4.8%3.3%2.2%0.43%
Aug 202630.3%24.4%7.1%8.9%7.2%5.9%4.5%4.7%3.9%2.5%0.52%
Sep 202634.3%23.4%6.9%8.5%6.9%5.7%4.1%4.5%3.1%2.1%0.4%
Oct 202631.3%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 Gaming DNA and Spellbound Games changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand card and tabletop game stores in October 2026?

2 changes

  1. 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.

  2. Estimated monthly branded searches for Gaming DNA in New Zealand rose 55.6% over 12 measured months, from 90 to 140 in October 2026.

How are Gaming DNA’s and Spellbound Games’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gaming DNA’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.

Gaming DNA

1 branded search term

  • gamingdna

Spellbound Games

1 branded search term

  • spellbound games

How the Brand Demand Index is measured

Other head-to-heads among card and tabletop game stores

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