Wayland Games vs Zatu:Which is more popular?
In September 2026, Wayland Games had more branded searches than Zatu among board game retailers in the United Kingdom. Wayland Games had about 49,500 branded searches, while Zatu had 22,200. Wayland Games made up 13.6% of all board game retailer searches we track, and Zatu accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about board game retailers, Wayland Games and Zatu each appeared in two of the four answers. Wayland Games and Zatu were each mentioned first in one of the two answers that named either.
Who do people search for more?
Wayland Games, about 2 searches for every 1 for Zatu
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top board game retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Wayland Games was mentioned in two out of four: in one of the three ChatGPT answers and in the 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. Wayland Games and Zatu 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.
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 Wayland Games or Zatu more popular in search?
This chart shows how often people search Google for Wayland Games and Zatu 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 Wayland Games, Zatu. 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 the Wayland Games and Zatu comparison changed over the last 12 months?
3 findings
- Wayland Games was ahead of Zatu in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Wayland Games’ share of searches among board game retailers in the United Kingdom moved from 17.2% to 13.6%, and its estimated monthly branded searches held steady at 49.5K.
- 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.
How did search popularity change for United Kingdom board game retailers in September 2026?
2 changes
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, Zatu lost share of searches among board game retailers in the United Kingdom, from 6.8% to 6.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Wayland Games’ 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.
Wayland Games
1 branded search term
- wayland games
Zatu
1 branded search term
- zatu games
Other head-to-heads among board game retailers
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