Brandwave

How popular isElement Games?

In September 2026, people searched for Element Games by name about 40,500 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 11.1% of all United Kingdom board game retailer searches, placing Element Games fourth out of seven retailers. When we asked both ChatGPT and Google AI Overviews about board game retailers, Element Games appeared in one of the four answers and was the joint second most recommended of the seven.

Search and AI answers in September 2026

Element Games is the fourth most searched of 7 competitors and the joint second most recommended in AI answers.

  1. Chaos CardsShare of searches 37.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. Magic MadhouseShare of searches 24.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  3. Wayland GamesShare of searches 13.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  4. Element GamesShare of searches 11.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  5. ZatuShare of searches 6.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st

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Top board game retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Element Games was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Element Games is the joint second most recommended of the seven.

Most recommended by AI

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

  1. Zatu1st
  2. Chaos Cards2nd
  3. Magic Madhouse2nd
  4. Element Games2nd
  5. Wayland Games5th
  6. Goblin Gaming6th
  7. Firestorm Games–

Mentioned by AI

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

  • Chaos Cards2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wayland Games2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Zatu2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Magic Madhouse1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Element Games1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Goblin Gaming1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Firestorm Games0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about board game retailers

4 answers

  • Asked ChatGPT

    “What's the best online board game shop in the UK?”

    1. 1Zatu
    2. 2Chaos Cards

  • Asked ChatGPT

    “Where can I buy Warhammer cheaper than the official store in the UK?”

    1. 1Element Games
    2. 2Wayland Games
    3. 3Zatu
    4. 4Goblin Gaming

  • Asked ChatGPT

    “Which UK shops sell trading card games like Pokémon and Magic?”

    1. 1Magic Madhouse
    2. 2Chaos Cards

  • Searched Google, AI Overview

    “board games”

    1. 1Wayland Games

  • Searched Google, AI Overview

    “board game shop”

    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 United Kingdom on October 28, 2026.

Which board game retailers compete with Element Games?

Element Games against board game retailers in the United Kingdom, by month

Share of searches by month for Chaos Cards, Magic Madhouse, Wayland Games, Element Games, Zatu, Firestorm Games, Goblin Gaming. The figures are in the table below the chart.

View monthly share of searches table
MonthChaos CardsMagic MadhouseWayland GamesElement GamesZatuFirestorm GamesGoblin Gaming
Oct 202521%25.6%17.2%17.2%9.4%6.3%3.4%
Nov 202516.7%30.3%16.7%13.6%13.6%5%4.1%
Dec 202513.2%24.2%19.8%16.2%16.2%7.3%3.2%
Jan 202616.9%25.3%20.7%16.9%9.3%7.6%3.4%
Feb 202618.8%28.1%18.8%15.4%8.4%6.9%3.8%
Mar 202624.9%24.9%16.7%16.7%7.5%6.1%3.3%
Apr 202619.9%24.4%19.9%16.3%8.9%7.3%3.3%
May 202622%26.9%18%14.7%8.1%6.6%3.6%
Jun 202622.8%22.8%22.8%15.3%6.9%5.6%3.7%
Jul 202620.9%31.3%17.1%14%7.7%6.3%2.8%
Aug 202622.5%27.5%18.4%15.1%6.8%6.8%3%
Sep 202637.1%24.9%13.6%11.1%6.1%5%2.2%

  1. 1.Chaos Cards

    37.1%

    Moved from 2nd to 1st. 135K estimated branded searches, +82.4% vs prior month. Share +14.6 points.

  2. 2.Magic Madhouse

    24.9%

    Moved from 1st to 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -2.7 points.

  3. 3.Wayland Games

    13.6%

    Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -4.8 points.

  4. 4.Element Games

    11.1%

    Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -3.9 points.

  5. 5.Zatu

    6.1%

    Moved from 6th to 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.

  6. 6.Firestorm Games

    5%

    Moved from 5th to 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.8 points.

  7. 7.Goblin Gaming

    2.2%

    Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

Compare popularity between Element Games and its closest rivals

Every comparison with Element Games

6 comparisons

How has branded search demand for Element Games changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Element Games in the United Kingdom fell from 49.5K to 40.5K.
  • Across the 12 months ending September 2026, Element Games’ share of searches among board game retailers in the United Kingdom decreased from 17.2% to 11.1%.
  • Across the 12 months ending September 2026, Element Games fell from 3rd to 4th among board game retailers in the United Kingdom.

How did search popularity change for United Kingdom board game retailers in September 2026?

6 changes

  1. In September 2026, Chaos Cards overtook Magic Madhouse to become the leader among board game retailers in the United Kingdom, with 37.1% of the searches.

  2. In September 2026, Wayland Games lost share of searches among board game retailers in the United Kingdom, from 18.4% to 13.6%.

  3. In September 2026, Element Games lost share of searches among board game retailers in the United Kingdom, from 15.1% to 11.1%.

  4. In September 2026, Magic Madhouse lost share of searches among board game retailers in the United Kingdom, from 27.5% to 24.9%.

  5. In September 2026, Firestorm Games lost share of searches among board game retailers in the United Kingdom, from 6.8% to 5%.

  6. In September 2026, Goblin Gaming lost share of searches among board game retailers in the United Kingdom, from 3% to 2.2%.

How are Element Games’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Element Games’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • element games

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How the Brand Demand Index is measured

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