--- title: "Wayland Games: search popularity in the United Kingdom" description: "Wayland Games sells tabletop wargames, board games and miniatures. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/wayland-games" publisher: "Brandwave" --- # Wayland Games: search popularity in the United Kingdom Wayland Games sells tabletop wargames, board games and miniatures. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Wayland Games - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among board game retailers**: 13.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Board game retailers | 3 | 13.6% | 49.5K | - [Board game retailers](/demand/uk/categories/uk-board-game-retailers) ## Top board game retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Wayland Games was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Wayland Games is the fifth most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Zatu | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Chaos Cards | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Magic Madhouse | 2nd | 1 of 3 | 0 of 1 | 1 of 4 | | Element Games | 2nd | 1 of 3 | 0 of 1 | 1 of 4 | | Wayland Games | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Goblin Gaming | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Firestorm Games | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about board game retailers - Asked ChatGPT "What's the best online board game shop in the UK?": 1. Zatu, 2. Chaos Cards - Asked ChatGPT "Where can I buy Warhammer cheaper than the official store in the UK?": 1. Element Games, 2. Wayland Games, 3. Zatu, 4. Goblin Gaming - Asked ChatGPT "Which UK shops sell trading card games like Pokémon and Magic?": 1. Magic Madhouse, 2. Chaos Cards - Searched Google, AI Overview "board games": 1. Wayland Games Not named in any answer: Firestorm Games. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026. ## How has branded search demand for Wayland Games changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Wayland Games in the United Kingdom held steady at 49.5K. - Across the 12 months ending September 2026, Wayland Games’ share of searches among board game retailers in the United Kingdom decreased from 17.2% to 13.6%. - Across the 12 months ending September 2026, Wayland Games’ share of searches among board game retailers in the United Kingdom peaked at 22.8% in June 2026 and was lowest at 13.6% in September 2026. - Across the 12 months ending September 2026, Wayland Games rose from 4th to 3rd among board game retailers in the United Kingdom. ## How did search popularity change for United Kingdom board game retailers in September 2026? - 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. - In September 2026, Wayland Games lost share of searches among board game retailers in the United Kingdom, from 18.4% to 13.6%. - In September 2026, Element Games lost share of searches among board game retailers in the United Kingdom, from 15.1% to 11.1%. - In September 2026, Magic Madhouse lost share of searches among board game retailers in the United Kingdom, from 27.5% to 24.9%. - In September 2026, Firestorm Games lost share of searches among board game retailers in the United Kingdom, from 6.8% to 5%. - In September 2026, Goblin Gaming lost share of searches among board game retailers in the United Kingdom, from 3% to 2.2%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Board game retailers | 49.5K | 17.2% | 4 | | Nov 2025 | Board game retailers | 60.5K | 16.7% | 3 | | Dec 2025 | Board game retailers | 60.5K | 19.8% | 2 | | Jan 2026 | Board game retailers | 60.5K | 20.7% | 2 | | Feb 2026 | Board game retailers | 49.5K | 18.8% | 3 | | Mar 2026 | Board game retailers | 49.5K | 16.7% | 4 | | Apr 2026 | Board game retailers | 60.5K | 19.9% | 3 | | May 2026 | Board game retailers | 49.5K | 18% | 3 | | Jun 2026 | Board game retailers | 74K | 22.8% | 3 | | Jul 2026 | Board game retailers | 49.5K | 17.1% | 3 | | Aug 2026 | Board game retailers | 60.5K | 18.4% | 3 | | Sep 2026 | Board game retailers | 49.5K | 13.6% | 3 | ## How are Wayland Games’ branded searches counted? Brandwave collects information about searches that people make online using Wayland 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. - “wayland games” ## Which board game retailers compete with Wayland Games? - [Chaos Cards](/demand/uk/brands/chaos-cards): Head-to-head: /demand/uk/compare/chaos-cards-vs-wayland-games - [Magic Madhouse](/demand/uk/brands/magic-madhouse): Head-to-head: /demand/uk/compare/magic-madhouse-vs-wayland-games - [Element Games](/demand/uk/brands/element-games): Head-to-head: /demand/uk/compare/element-games-vs-wayland-games - [Zatu](/demand/uk/brands/zatu): Head-to-head: /demand/uk/compare/wayland-games-vs-zatu - [Firestorm Games](/demand/uk/brands/firestorm-games): Head-to-head: /demand/uk/compare/firestorm-games-vs-wayland-games - [Goblin Gaming](/demand/uk/brands/goblin-gaming) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Wayland Games: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/wayland-games This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/wayland-games. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.