Brandwave

Element Games vs Magic Madhouse:Which is more popular?

In September 2026, Magic Madhouse had more branded searches than Element Games among board game retailers in the United Kingdom. Magic Madhouse had about 90,500 branded searches, while Element Games had 40,500. Magic Madhouse made up 24.9% of all board game retailer searches we track, and Element Games accounted for 11.1%. When we asked ChatGPT and Google AI Overviews about board game retailers, Element Games and Magic Madhouse each appeared in one of the four answers. Element Games and Magic Madhouse were each mentioned first in one of the two answers that named either.

Among board game retailers in the United Kingdom in September 2026

Who do people search for more?

Magic Madhouse, about 2 searches for every 1 for Element Games

Magic Madhouse 90.5K searchesElement Games 40.5K searches

Who does AI mention more?

Both were mentioned in 1 of 4 answers.

Element Games in 1 of 4Magic Madhouse in 1 of 4

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Element Games first in 1Magic Madhouse first in 1

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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 and Magic Madhouse were each mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Element Games and Magic Madhouse were each listed first in one of the two answers that named either.

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.

Is Element Games or Magic Madhouse more popular in search?

This chart shows how often people search Google for Element Games and Magic Madhouse 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.

Element Games and Magic Madhouse among board game retailers in the United Kingdom, by month

Share of searches by month for Magic Madhouse, Element Games. 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%

How has the Element Games and Magic Madhouse comparison changed over the last 12 months?

3 findings

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

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

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Element Games’ and Magic Madhouse’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Element Games

1 branded search term

  • element games

Magic Madhouse

1 branded search term

  • magic madhouse

How the Brand Demand Index is measured

Other head-to-heads among board game retailers

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