---
title: "Board game retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy board games, card games and miniatures from. Share of Search among Chaos Cards, Magic Madhouse, Wayland Games, Element Games, Zatu, Firestorm Games and Goblin Gaming, the board game retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-board-game-retailers"
publisher: "Brandwave"
---

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

Compare the shops people in the UK buy board games, card games and miniatures from. Share of Search among Chaos Cards, Magic Madhouse, Wayland Games, Element Games, Zatu, Firestorm Games and Goblin Gaming, the board game retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Board game retailers
- **Market**: United Kingdom
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Chaos Cards, 37.1%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Chaos Cards vs Magic Madhouse: compare search popularity](/demand/uk/compare/chaos-cards-vs-magic-madhouse): 37.1% against 24.9% Share of Search.
- [Chaos Cards vs Wayland Games: compare search popularity](/demand/uk/compare/chaos-cards-vs-wayland-games): 37.1% against 13.6% Share of Search.
- [Chaos Cards vs Element Games: compare search popularity](/demand/uk/compare/chaos-cards-vs-element-games): 37.1% against 11.1% Share of Search.
- [Chaos Cards vs Zatu: compare search popularity](/demand/uk/compare/chaos-cards-vs-zatu): 37.1% against 6.1% Share of Search.
- [Magic Madhouse vs Wayland Games: compare search popularity](/demand/uk/compare/magic-madhouse-vs-wayland-games): 24.9% against 13.6% Share of Search.
- [Magic Madhouse vs Element Games: compare search popularity](/demand/uk/compare/element-games-vs-magic-madhouse): 24.9% against 11.1% Share of Search.
- [Magic Madhouse vs Zatu: compare search popularity](/demand/uk/compare/magic-madhouse-vs-zatu): 24.9% against 6.1% Share of Search.
- [Wayland Games vs Element Games: compare search popularity](/demand/uk/compare/element-games-vs-wayland-games): 13.6% against 11.1% Share of Search.
- [Wayland Games vs Zatu: compare search popularity](/demand/uk/compare/wayland-games-vs-zatu): 13.6% against 6.1% Share of Search.
- [Element Games vs Zatu: compare search popularity](/demand/uk/compare/element-games-vs-zatu): 11.1% against 6.1% Share of Search.

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

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Chaos Cards | 37.1% | 135K | +82.4% | Chaos Cards |
| 2 | Magic Madhouse | 24.9% | 90.5K | 0.0% | Magic Madhouse |
| 3 | Wayland Games | 13.6% | 49.5K | -18.2% | Wayland Games |
| 4 | Element Games | 11.1% | 40.5K | -18.2% | Element Games |
| 5 | Zatu | 6.1% | 22.2K | 0.0% | Zatu Games |
| 6 | Firestorm Games | 5% | 18.1K | -18.5% | Firestorm Games |
| 7 | Goblin Gaming | 2.2% | 8.1K | -18.2% | Goblin Gaming |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Magic Madhouse | 74K | 25.6% | 1 |
| Oct 2025 | Chaos Cards | 60.5K | 21% | 2 |
| Oct 2025 | Element Games | 49.5K | 17.2% | 3 |
| Oct 2025 | Wayland Games | 49.5K | 17.2% | 4 |
| Oct 2025 | Zatu | 27.1K | 9.4% | 5 |
| Oct 2025 | Firestorm Games | 18.1K | 6.3% | 6 |
| Oct 2025 | Goblin Gaming | 9.9K | 3.4% | 7 |
| Nov 2025 | Magic Madhouse | 110K | 30.3% | 1 |
| Nov 2025 | Chaos Cards | 60.5K | 16.7% | 2 |
| Nov 2025 | Wayland Games | 60.5K | 16.7% | 3 |
| Nov 2025 | Element Games | 49.5K | 13.6% | 4 |
| Nov 2025 | Zatu | 49.5K | 13.6% | 5 |
| Nov 2025 | Firestorm Games | 18.1K | 5% | 6 |
| Nov 2025 | Goblin Gaming | 14.8K | 4.1% | 7 |
| Dec 2025 | Magic Madhouse | 74K | 24.2% | 1 |
| Dec 2025 | Wayland Games | 60.5K | 19.8% | 2 |
| Dec 2025 | Element Games | 49.5K | 16.2% | 3 |
| Dec 2025 | Zatu | 49.5K | 16.2% | 4 |
| Dec 2025 | Chaos Cards | 40.5K | 13.2% | 5 |
| Dec 2025 | Firestorm Games | 22.2K | 7.3% | 6 |
| Dec 2025 | Goblin Gaming | 9.9K | 3.2% | 7 |
| Jan 2026 | Magic Madhouse | 74K | 25.3% | 1 |
| Jan 2026 | Wayland Games | 60.5K | 20.7% | 2 |
| Jan 2026 | Chaos Cards | 49.5K | 16.9% | 3 |
| Jan 2026 | Element Games | 49.5K | 16.9% | 4 |
| Jan 2026 | Zatu | 27.1K | 9.3% | 5 |
| Jan 2026 | Firestorm Games | 22.2K | 7.6% | 6 |
| Jan 2026 | Goblin Gaming | 9.9K | 3.4% | 7 |
| Feb 2026 | Magic Madhouse | 74K | 28.1% | 1 |
| Feb 2026 | Chaos Cards | 49.5K | 18.8% | 2 |
| Feb 2026 | Wayland Games | 49.5K | 18.8% | 3 |
| Feb 2026 | Element Games | 40.5K | 15.4% | 4 |
| Feb 2026 | Zatu | 22.2K | 8.4% | 5 |
| Feb 2026 | Firestorm Games | 18.1K | 6.9% | 6 |
| Feb 2026 | Goblin Gaming | 9.9K | 3.8% | 7 |
| Mar 2026 | Chaos Cards | 74K | 24.9% | 1 |
| Mar 2026 | Magic Madhouse | 74K | 24.9% | 2 |
| Mar 2026 | Element Games | 49.5K | 16.7% | 3 |
| Mar 2026 | Wayland Games | 49.5K | 16.7% | 4 |
| Mar 2026 | Zatu | 22.2K | 7.5% | 5 |
| Mar 2026 | Firestorm Games | 18.1K | 6.1% | 6 |
| Mar 2026 | Goblin Gaming | 9.9K | 3.3% | 7 |
| Apr 2026 | Magic Madhouse | 74K | 24.4% | 1 |
| Apr 2026 | Chaos Cards | 60.5K | 19.9% | 2 |
| Apr 2026 | Wayland Games | 60.5K | 19.9% | 3 |
| Apr 2026 | Element Games | 49.5K | 16.3% | 4 |
| Apr 2026 | Zatu | 27.1K | 8.9% | 5 |
| Apr 2026 | Firestorm Games | 22.2K | 7.3% | 6 |
| Apr 2026 | Goblin Gaming | 9.9K | 3.3% | 7 |
| May 2026 | Magic Madhouse | 74K | 26.9% | 1 |
| May 2026 | Chaos Cards | 60.5K | 22% | 2 |
| May 2026 | Wayland Games | 49.5K | 18% | 3 |
| May 2026 | Element Games | 40.5K | 14.7% | 4 |
| May 2026 | Zatu | 22.2K | 8.1% | 5 |
| May 2026 | Firestorm Games | 18.1K | 6.6% | 6 |
| May 2026 | Goblin Gaming | 9.9K | 3.6% | 7 |
| Jun 2026 | Chaos Cards | 74K | 22.8% | 1 |
| Jun 2026 | Magic Madhouse | 74K | 22.8% | 2 |
| Jun 2026 | Wayland Games | 74K | 22.8% | 3 |
| Jun 2026 | Element Games | 49.5K | 15.3% | 4 |
| Jun 2026 | Zatu | 22.2K | 6.9% | 5 |
| Jun 2026 | Firestorm Games | 18.1K | 5.6% | 6 |
| Jun 2026 | Goblin Gaming | 12.1K | 3.7% | 7 |
| Jul 2026 | Magic Madhouse | 90.5K | 31.3% | 1 |
| Jul 2026 | Chaos Cards | 60.5K | 20.9% | 2 |
| Jul 2026 | Wayland Games | 49.5K | 17.1% | 3 |
| Jul 2026 | Element Games | 40.5K | 14% | 4 |
| Jul 2026 | Zatu | 22.2K | 7.7% | 5 |
| Jul 2026 | Firestorm Games | 18.1K | 6.3% | 6 |
| Jul 2026 | Goblin Gaming | 8.1K | 2.8% | 7 |
| Aug 2026 | Magic Madhouse | 90.5K | 27.5% | 1 |
| Aug 2026 | Chaos Cards | 74K | 22.5% | 2 |
| Aug 2026 | Wayland Games | 60.5K | 18.4% | 3 |
| Aug 2026 | Element Games | 49.5K | 15.1% | 4 |
| Aug 2026 | Firestorm Games | 22.2K | 6.8% | 5 |
| Aug 2026 | Zatu | 22.2K | 6.8% | 6 |
| Aug 2026 | Goblin Gaming | 9.9K | 3% | 7 |
| Sep 2026 | Chaos Cards | 135K | 37.1% | 1 |
| Sep 2026 | Magic Madhouse | 90.5K | 24.9% | 2 |
| Sep 2026 | Wayland Games | 49.5K | 13.6% | 3 |
| Sep 2026 | Element Games | 40.5K | 11.1% | 4 |
| Sep 2026 | Zatu | 22.2K | 6.1% | 5 |
| Sep 2026 | Firestorm Games | 18.1K | 5% | 6 |
| Sep 2026 | Goblin Gaming | 8.1K | 2.2% | 7 |

## What is being compared

- **Chaos Cards**: Measured on the search term “chaos cards”.
- **Element Games**: Measured on the search term “element games”.
- **Firestorm Games**: Measured on the search term “firestorm games”.
- **Goblin Gaming**: Measured on the search term “goblin gaming”.
- **Magic Madhouse**: Measured on the search term “magic madhouse”.
- **Wayland Games**: Measured on the search term “wayland games”.
- **Zatu**: Measured on the search term “zatu games”.

- [Chaos Cards](/demand/uk/brands/chaos-cards)
- [Element Games](/demand/uk/brands/element-games)
- [Firestorm Games](/demand/uk/brands/firestorm-games)
- [Goblin Gaming](/demand/uk/brands/goblin-gaming)
- [Magic Madhouse](/demand/uk/brands/magic-madhouse)
- [Wayland Games](/demand/uk/brands/wayland-games)
- [Zatu](/demand/uk/brands/zatu)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Board game retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-board-game-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-board-game-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.