Element Games vs Goblin Gaming:Which is more popular in the United Kingdom?
In September 2026, Element Games had more branded searches than Goblin Gaming among board game retailers in the United Kingdom. Element Games had about 40,500 branded searches, while Goblin Gaming had 8,100. Element Games made up 11.1% of all board game retailer searches we track, and Goblin Gaming accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about board game retailers, Element Games and Goblin Gaming each appeared in one of the four answers.
Who do people search for more?
Element Games, about 5 searches for every 1 for Goblin Gaming
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
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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 Goblin Gaming were each mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.
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.
Is Element Games or Goblin Gaming more popular in search?
This chart shows how often people search Google for Element Games and Goblin Gaming 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 by month for Element 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% |
How has branded search for Element Games and Goblin Gaming changed in the United Kingdom over the last 12 months?
3 findings
- Element Games was ahead of Goblin Gaming in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Element Games’ share of searches among board game retailers in the United Kingdom moved from 17.2% to 11.1%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 12 months ending September 2026, Goblin Gaming’s share of searches among board game retailers in the United Kingdom moved from 3.4% to 2.2%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
How did search popularity change for United Kingdom board game retailers in September 2026?
2 changes
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, Goblin Gaming lost share of searches among board game retailers in the United Kingdom, from 3% to 2.2%.
How are Element Games’ and Goblin Gaming’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Element Games’ and Goblin Gaming’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
Goblin Gaming
1 branded search term
- goblin gaming
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