--- title: "Magic Madhouse vs Zatu: Which is searched more in the United Kingdom?" description: "Is Magic Madhouse or Zatu more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Board game retailers set in the United Kingdom. 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/compare/magic-madhouse-vs-zatu" publisher: "Brandwave" --- # Magic Madhouse vs Zatu: Which is searched more in the United Kingdom? Is Magic Madhouse or Zatu more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Board game retailers set in the United Kingdom. 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 - **Compared**: Magic Madhouse and Zatu - **Competitive set**: Board game retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Magic Madhouse Share of Search**: 24.9% - **Zatu Share of Search**: 6.1% ## Is Magic Madhouse or Zatu more popular in search? - In September 2026, Magic Madhouse had more branded searches than Zatu among board game retailers in the United Kingdom. Magic Madhouse had about 90,500 branded searches, while Zatu had 22,200. Magic Madhouse made up 24.9% of all board game retailer searches we track, and Zatu accounted for 6.1%. - Magic Madhouse was ahead of Zatu in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Magic Madhouse’s share of searches among board game retailers in the United Kingdom moved from 25.6% to 24.9%, and its estimated monthly branded searches moved from 74K to 90.5K. - Across the 12 months ending September 2026, Zatu’s share of searches among board game retailers in the United Kingdom moved from 9.4% to 6.1%, and its estimated monthly branded searches moved from 27.1K to 22.2K. ## 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. Magic Madhouse was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Zatu was listed before Magic Madhouse in two out of three answers. 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. ## 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, Magic Madhouse lost share of searches among board game retailers in the United Kingdom, from 27.5% to 24.9%. - In September 2026, Zatu lost share of searches among board game retailers in the United Kingdom, from 6.8% to 6.1%. ## Month by month | Month | Magic Madhouse estimated searches | Magic Madhouse Share of Search | Magic Madhouse rank | Zatu estimated searches | Zatu Share of Search | Zatu rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 74K | 25.6% | 1 | 27.1K | 9.4% | 5 | | Nov 2025 | 110K | 30.3% | 1 | 49.5K | 13.6% | 5 | | Dec 2025 | 74K | 24.2% | 1 | 49.5K | 16.2% | 4 | | Jan 2026 | 74K | 25.3% | 1 | 27.1K | 9.3% | 5 | | Feb 2026 | 74K | 28.1% | 1 | 22.2K | 8.4% | 5 | | Mar 2026 | 74K | 24.9% | 2 | 22.2K | 7.5% | 5 | | Apr 2026 | 74K | 24.4% | 1 | 27.1K | 8.9% | 5 | | May 2026 | 74K | 26.9% | 1 | 22.2K | 8.1% | 5 | | Jun 2026 | 74K | 22.8% | 2 | 22.2K | 6.9% | 5 | | Jul 2026 | 90.5K | 31.3% | 1 | 22.2K | 7.7% | 5 | | Aug 2026 | 90.5K | 27.5% | 1 | 22.2K | 6.8% | 6 | | Sep 2026 | 90.5K | 24.9% | 2 | 22.2K | 6.1% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Magic Madhouse’s and Zatu’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. - **Magic Madhouse**: Measured on the search term “magic madhouse”. - **Zatu**: Measured on the search term “zatu games”. - [Magic Madhouse profile](/demand/uk/brands/magic-madhouse) - [Zatu profile](/demand/uk/brands/zatu) - [All board game retailers in the United Kingdom](/demand/uk/categories/uk-board-game-retailers): The set both shares are measured inside, 7 brands. ## 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 ### Is Magic Madhouse or Zatu more popular in search? In September 2026, Magic Madhouse had more branded searches than Zatu among board game retailers in the United Kingdom. Magic Madhouse had about 90,500 branded searches, while Zatu had 22,200. Magic Madhouse made up 24.9% of all board game retailer searches we track, and Zatu accounted for 6.1%. ## Cite this page Brandwave. "Magic Madhouse vs Zatu: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/magic-madhouse-vs-zatu This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/magic-madhouse-vs-zatu. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.