House of Doge, the commercial arm of the Dogecoin Foundation, announced plans to merge with Brag House Holdings Inc. (NASDAQ: TBH) in a reverse takeover that will take the brand public. The deal, backed by more than $50 million in capital commitments, aims to institutionalize Dogecoin’s economy through regulated financial products, payments, and tokenized services while preserving its strong community base.
The merger marks Dogecoin’s most ambitious step toward mainstream finance, combining House of Doge’s treasury and yield platform with Brag House’s Gen Z gaming and college-sports network. Both firms expect the merger to establish a transparent, multi-revenue platform designed to advance Dogecoin’s adoption and build sustainable value for investors.
Expanding Dogecoin’s Institutional Reach
According to the press release, the merger will create a unified platform connecting digital payments, tokenization, and data-driven yield strategies. House of Doge manages over 837 million Dogecoin, including roughly 107 million within the 21Shares Swiss ETP and 730 million in the Official Dogecoin Treasury.
This partnership with 21Shares, Robinhood, and CleanCore Solutions lays the groundwork for a regulated Dogecoin ecosystem. Through these partnerships, House of Doge is developing institutional-grade yield products and custodial frameworks that could bring Dogecoin closer to the investment mainstream.
Additionally, the combined entity will explore Dogecoin-denominated merchant services and licensing opportunities, positioning the token as a usable, yield-producing digital asset. The integration of Brag House’s youth-driven network provides a unique channel for embedding Dogecoin into campus gaming, sports, and media key entry points for mainstream cultural adoption.
Leadership and Strategic Vision
Following the transaction, House of Doge CEO Marco Margiotta will lead the merged entity. Margiotta, who previously founded PayFare a payments platform processing over $15 billion annually before being acquired by Fiserv in 2025 brings deep experience in scaling digital payment systems.
Lavell Juan Malloy II, CEO of Brag House, will remain on the board to maintain strategic continuity. Under their joint leadership, the company aims to make Dogecoin a regulated, income-producing financial instrument accessible to both retail and institutional investors.
Besides governance updates, the new board will include six directors from House of Doge, ensuring the company maintains its focus on expanding institutional access to Dogecoin.
Strengthening Dogecoin’s Market Position
Source: X
On the technical front, Dogecoin trades near $0.1996, down 3.14% in 24 hours and 23.74% over the past week. Analyst Ali Martinez noted that as long as the $0.16 support holds, Dogecoin maintains potential to rebound toward $0.48. He highlighted that this level represents the base of a long-term rising channel formed since early 2023.
Similarly, Trader Tardigrade observed that Dogecoin’s weekly chart continues to form a symmetrical triangle with higher lows since 2023. A breakout above $0.28 could open room for targets near $0.45 and possibly $0.70, mirroring its 2024 pattern.