Board game retailers in the United Kingdom:Which are most popular?

Name: Board game retailers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Chaos Cards was the most searched board game retailer in the United Kingdom, accounting for 37.1% of all searches among the seven retailers we track. When we checked with ChatGPT and Google AI Overviews, Chaos Cards, Wayland Games and Zatu were mentioned most often, in two of the four answers. Zatu was recommended most often, coming first in one out of three responses that gave a list.

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Top board game retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Chaos Cards, Wayland Games and Zatu were mentioned most often, in two of the four answers. Zatu was recommended most often, coming first in one out of three answers that gave a list. Chaos Cards, Magic Madhouse and Element Games tied for second. Firestorm Games, which ranked sixth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Chaos Cards	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Wayland Games	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
Zatu	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Magic Madhouse	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Element Games	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Goblin Gaming	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Firestorm Games	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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?”
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:

Firestorm Games

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 do people search for most?

This chart shows how often people search Google for each board game retailer by name. Each line represents a brand's share of searches for all seven board game retailers we track, month by month, from searches in United Kingdom.

Share of searches among board game retailers in the United Kingdom, by month

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	Chaos Cards	37.1%	135K	+82.4%	+14.6 pointsmoved from 2nd to 1st
2, moved from 1st to 2nd	Magic Madhouse	24.9%	90.5K	0%	-2.7 pointsmoved from 1st to 2nd
3, held 3rd	Wayland Games	13.6%	49.5K	-18.2%	-4.8 points
4, held 4th	Element Games	11.1%	40.5K	-18.2%	-3.9 points
5, moved from 6th to 5th	Zatu	6.1%	22.2K	0%	-0.7 pointsmoved from 6th to 5th
6, moved from 5th to 6th	Firestorm Games	5%	18.1K	-18.5%	-1.8 pointsmoved from 5th to 6th
7, held 7th	Goblin Gaming	2.2%	8.1K	-18.2%	-0.8 points

1.Chaos Cards
37.1%
Moved from 2nd to 1st. 135K estimated branded searches, +82.4% vs prior month. Share +14.6 points.
2.Magic Madhouse
24.9%
Moved from 1st to 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -2.7 points.
3.Wayland Games
13.6%
Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -4.8 points.
4.Element Games
11.1%
Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -3.9 points.
5.Zatu
6.1%
Moved from 6th to 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.
6.Firestorm Games
5%
Moved from 5th to 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
7.Goblin Gaming
2.2%
Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

Which brand is most popular in search among board game retailers in the United Kingdom?

7 brands

In September 2026, Chaos Cards was the most searched among board game retailers in the United Kingdom, with an estimated 135K branded searches, 37.1% of all searches for the seven we track. Magic Madhouse is in 2nd place, 12.2 percentage points behind at 24.9%.

United Kingdom board game retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Chaos Cards	21% → 37.1%	37.1%Sep 2026	13.2%Dec 2025	2nd → 1st
Magic Madhouse	25.6% → 24.9%	31.3%Jul 2026	22.8%Jun 2026	1st → 2nd
Wayland Games	17.2% → 13.6%	22.8%Jun 2026	13.6%Sep 2026	4th → 3rd
Element Games	17.2% → 11.1%	17.2%Oct 2025	11.1%Sep 2026	3rd → 4th
Zatu	9.4% → 6.1%	16.2%Dec 2025	6.1%Sep 2026	5th
Firestorm Games	6.3% → 5%	7.6%Jan 2026	5%Sep 2026	6th
Goblin Gaming	3.4% → 2.2%	4.1%Nov 2025	2.2%Sep 2026	7th

Each finding as a sentence

Across the 12 months ending September 2026, Chaos Cards’ share of searches among board game retailers in the United Kingdom increased from 21% to 37.1%.
Across the 12 months ending September 2026, Magic Madhouse’s share of searches among board game retailers in the United Kingdom decreased from 25.6% to 24.9%.
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, 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, 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, Firestorm Games’ share of searches among board game retailers in the United Kingdom decreased from 6.3% to 5%.
Across the 12 months ending September 2026, Goblin Gaming’s share of searches among board game retailers in the United Kingdom decreased from 3.4% to 2.2%.
Across the 12 months ending September 2026, Chaos Cards’ share of searches among board game retailers in the United Kingdom peaked at 37.1% in September 2026 and was lowest at 13.2% in December 2025.
Across the 12 months ending September 2026, Magic Madhouse’s share of searches among board game retailers in the United Kingdom peaked at 31.3% in July 2026 and was lowest at 22.8% in June 2026.
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, 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.
Across the 12 months ending September 2026, Firestorm Games’ share of searches among board game retailers in the United Kingdom peaked at 7.6% in January 2026 and was lowest at 5% in September 2026.
Across the 12 months ending September 2026, Goblin Gaming’s share of searches among board game retailers in the United Kingdom peaked at 4.1% in November 2025 and was lowest at 2.2% in September 2026.
Across the 12 months ending September 2026, Chaos Cards rose from 2nd to 1st among board game retailers in the United Kingdom.
Across the 12 months ending September 2026, Magic Madhouse fell from 1st to 2nd among board game retailers in the United Kingdom.
Across the 12 months ending September 2026, Wayland Games rose from 4th to 3rd among board game retailers in the United Kingdom.
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?

7 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%.
In September 2026, Zatu lost share of searches among board game retailers in the United Kingdom, from 6.8% to 6.1%.

How are branded searches counted for board game retailers?

7 search terms

Each brand's share of searches among board game retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.