Dogecoin Arm to Go Public in $594 million Brag House Merger

- House of Doge to merge with Brag House, advancing Dogecoin adoption. - Combined entity to target esports and Gen Z digital markets. On October 13, 2025, GlobeNewswire reported that House of Doge, the corporate arm of the Dogecoin Foundation, will go public by merging with esports-focused Brag House Holdings through a reverse takeover. This merger aims to integrate Dogecoin into the digital experiences of Gen Z, specifically targeting the esports and college culture markets. The newly formed entity will focus on generating revenue through merchant services, licensing agreements, and treasury activities, and it also plans to hold a significant amount of Dogecoin as part of its financial strategy. The joint venture seeks to position Dogecoin as a mainstream digital currency by embedding it into esports, campus life, and digital platforms. House of Doge CEO Marco Margiotta will lead the combined company and manage its overall operations, while House of Doge will appoint six of the seven board seats, giving it effective control. Lavell Juan Malloy II, the current CEO of Brag House, will remain on the board to oversee the esports vertical. In the reverse takeover, Brag House will issue approximately 594 million shares of common stock, making House of Doge the majority shareholder. The deal is expected to close in the first quarter of 2026, pending regulatory approvals and other conditions. This merger aligns with House of Doge’s broader 2025 strategy to expand Dogecoin's footprint in traditional financial systems. Other recent efforts toward this goal include a partnership with 21Shares for Dogecoin-backed exchange-traded products in Europe, a collaboration with CleanCore Solutions to develop a Dogecoin treasury, and a custody deal with Robinhood to manage Dogecoin-based financial products securely. As of October 13 at 15:14 UTC, Dogecoin (DOGE) was trading at $0.208, with a 2.9% increase in 24-hour trading volume, according to CoinMarketCap.