How popular isZatu?
In September 2026, people searched for Zatu by name about 22,200 times in the United Kingdom, an 18.1% decrease from the previous year. These searches made up 6.1% of all United Kingdom board game retailer searches, placing Zatu fifth out of seven retailers. When we asked both ChatGPT and Google AI Overviews about board game retailers, Zatu appeared in two of the four answers and was the most recommended of the seven.
Zatu is the fifth most searched of 7 competitors and the most recommended in AI answers.
Chaos CardsShare of searches 37.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
Magic MadhouseShare of searches 24.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
Wayland GamesShare of searches 13.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
Element GamesShare of searches 11.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
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, Zatu was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Zatu is the most recommended of the seven.
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.
- 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?”
Asked ChatGPT
“Where can I buy Warhammer cheaper than the official store in the UK?”
Asked ChatGPT
“Which UK shops sell trading card games like Pokémon and Magic?”
Searched Google, AI Overview
“board 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 Zatu?
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
| Month | Chaos Cards | Magic Madhouse | Wayland Games | Element Games | Zatu | Firestorm Games | Goblin Gaming |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 21% | 25.6% | 17.2% | 17.2% | 9.4% | 6.3% | 3.4% |
| Nov 2025 | 16.7% | 30.3% | 16.7% | 13.6% | 13.6% | 5% | 4.1% |
| Dec 2025 | 13.2% | 24.2% | 19.8% | 16.2% | 16.2% | 7.3% | 3.2% |
| Jan 2026 | 16.9% | 25.3% | 20.7% | 16.9% | 9.3% | 7.6% | 3.4% |
| Feb 2026 | 18.8% | 28.1% | 18.8% | 15.4% | 8.4% | 6.9% | 3.8% |
| Mar 2026 | 24.9% | 24.9% | 16.7% | 16.7% | 7.5% | 6.1% | 3.3% |
| Apr 2026 | 19.9% | 24.4% | 19.9% | 16.3% | 8.9% | 7.3% | 3.3% |
| May 2026 | 22% | 26.9% | 18% | 14.7% | 8.1% | 6.6% | 3.6% |
| Jun 2026 | 22.8% | 22.8% | 22.8% | 15.3% | 6.9% | 5.6% | 3.7% |
| Jul 2026 | 20.9% | 31.3% | 17.1% | 14% | 7.7% | 6.3% | 2.8% |
| Aug 2026 | 22.5% | 27.5% | 18.4% | 15.1% | 6.8% | 6.8% | 3% |
| Sep 2026 | 37.1% | 24.9% | 13.6% | 11.1% | 6.1% | 5% | 2.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 37.1% | 135K | +82.4% | +14.6 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 24.9% | 90.5K | 0% | -2.7 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 13.6% | 49.5K | -18.2% | -4.8 points | |
| 4, held 4th | 11.1% | 40.5K | -18.2% | -3.9 points | |
| 5, moved from 6th to 5th | 6.1% | 22.2K | 0% | -0.7 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 5% | 18.1K | -18.5% | -1.8 pointsmoved from 5th to 6th | |
| 7, held 7th | 2.2% | 8.1K | -18.2% | -0.8 points |
37.1%
Moved from 2nd to 1st. 135K estimated branded searches, +82.4% vs prior month. Share +14.6 points.
24.9%
Moved from 1st to 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -2.7 points.
13.6%
Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -4.8 points.
11.1%
Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -3.9 points.
5.
Zatu6.1%
Moved from 6th to 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.
5%
Moved from 5th to 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
2.2%
Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
Compare popularity between Zatu and its closest rivals
Every comparison with Zatu
6 comparisons
How has branded search demand for Zatu changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Zatu in the United Kingdom fell from 27.1K to 22.2K.
- Across the 12 months ending September 2026, Zatu’s share of searches among board game retailers in the United Kingdom decreased from 9.4% to 6.1%.
- Across the 12 months ending September 2026, Zatu’s share of searches among board game retailers in the United Kingdom peaked at 16.2% in December 2025 and was lowest at 6.1% in September 2026.
How did search popularity change for United Kingdom board game retailers in September 2026?
6 changes
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%.
How are Zatu’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Zatu’s 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.
- zatu games
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