Brandwave

Hobby Lords vs Vagabond Games & Collectables:Which is more popular in New Zealand?

In October 2026, Hobby Lords had more branded searches than Vagabond Games & Collectables among card and tabletop game stores in New Zealand. Hobby Lords had about 12,300 branded searches, while Vagabond Games & Collectables had 1,300. Hobby Lords made up 31.3% of all card and tabletop game store searches we track, and Vagabond Games & Collectables accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about card and tabletop game stores, Vagabond Games & Collectables appeared in two of the four answers and Hobby Lords in one. Vagabond Games & Collectables was mentioned before Hobby Lords in every answer that named either.

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

Who do people search for more?

Hobby Lords, about 9 searches for every 1 for Vagabond Games & Collectables

Hobby Lords 12.3K searchesVagabond Games & Collectables 1.3K searches

Who does AI mention more?

Vagabond Games & Collectables, mentioned in 2 of 4 answers, Hobby Lords in 1

Vagabond Games & Collectables in 2 of 4Hobby Lords in 1 of 4

Who does AI recommend more?

Vagabond Games & Collectables, named ahead of Hobby Lords in 2 of 2 answers

Vagabond Games & Collectables first in 2Hobby Lords never first

Follow Hobby Lords vs Vagabond Games & Collectables and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top card and tabletop game stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Vagabond Games & Collectables was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hobby Lords was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Vagabond Games & Collectables was listed before Hobby Lords in every answer that named either.

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. Calico Keep–
  11. +1 more

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

+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 Hobby Lords or Vagabond Games & Collectables more popular in search?

This chart shows how often people search Google for Hobby Lords and Vagabond Games & Collectables 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.

Hobby Lords and Vagabond Games & Collectables among card and tabletop game stores in New Zealand, by month

Share of searches by month for Hobby Lords, Vagabond Games & Collectables. 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 Hobby Lords and Vagabond Games & Collectables 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. In October 2026, Hobby Lords lost share of searches among card and tabletop game stores in New Zealand, from 34.3% to 31.3%.

  2. Estimated monthly branded searches for Vagabond Games & Collectables in New Zealand fell 18.8% over 12 measured months, from 1.6K to 1.3K in October 2026.

How are Hobby Lords’ and Vagabond Games & Collectables’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hobby Lords’ and Vagabond Games & Collectables’ 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.

Hobby Lords

2 branded search terms

  • hobby lords
  • hobbylords

Vagabond Games & Collectables

1 branded search term

  • vagabond games

How the Brand Demand Index is measured

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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free