Catenaa, Saturday, October 18, 2025-The House of Doge, corporate arm of the Dogecoin Foundation, will go public through a reverse takeover of Nasdaq-listed esports company Brag House Holdings (TBH), creating a combined entity aimed at mainstream crypto adoption and recurring revenue streams.
The merger positions House of Doge as the majority shareholder, with CEO Marco Margiotta leading the combined company and six of seven board seats appointed by House of Doge.
Brag House CEO Lavell Juan Malloy II will remain on the board and continue overseeing Brag House operations.
The merger is expected next quarter, with Brag House issuing roughly 594 million shares plus convertible securities totaling about 69.25 million shares.
The newly merged firm will generate revenue via Dogecoin-denominated merchant services, advanced payment infrastructure, licensing, proprietary data insights, and treasury activities, holding significant Dogecoin reserves.
House of Doge currently manages approximately 107 million DOGE through a European exchange-traded product and 730 million DOGE via the official US digital asset treasury.
Recent partnerships include Robinhood for institutional custody and CleanCore Solutions to support the Dogecoin treasury framework.
Brag House’s stock has declined 60% to $0.97 per share, giving it a market cap of around $10 million at the time of the announcement.
House of Doge has steadily expanded its financial footprint in 2025, leveraging ETF launches, strategic partnerships, and treasury growth to integrate Dogecoin into broader retail and institutional ecosystems.
The merger aims to embed Dogecoin into Gen Z’s sports, gaming, and community experiences, potentially unlocking multi-billion-dollar avenues for mainstream digital currency adoption and shareholder value creation, according to executives.
