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|3 min ReadHouse of Doge to go public via Brag House merger
Carter Hayes
Senior Analyst
Published
Jan 16, 2026
A backdoor to the public markets
House of Doge, billed as the official corporate arm of the Dogecoin Foundation, is taking the fast lane to Wall Street. It plans a reverse takeover of Brag House Holdings, ticker TBH, an esports platform aimed at college students. The combined company says it will build recurring revenue from advanced payments, Dogecoin-denominated merchant services, data, licensing, and treasury activities. It will also hold a significant amount of Dogecoin on its balance sheet. That is a clear statement of intent. Utility first, treasury to match.
Marco Margiotta, the House of Doge chief, will become CEO of the combined entity. The new board will have seven seats. House of Doge will appoint six of them. Brag House CEO Lavell Juan Malloy II keeps a board seat and continues to run the Brag House vertical. Control matters in M&A. Here, House of Doge is taking it.
“This merger elevates our union of vision and capability,” Malloy II said. “Dogecoin represents a bold mission of global utility, while Brag House was architected to ignite cultural adoption among the most digitally fluent generation in history. By embedding Dogecoin into the fabric of Gen Z’s experiences, across college campuses, sports, gaming, and communities, we are not merely creating new business lines; we are unlocking a multi-billion-dollar avenue to mainstream digital currency acceptance and shareholder value creation.”
Terms, ownership, and the market read
The deal is expected to close next quarter. On completion, Brag House plans to issue about 594 million common shares, plus other securities convertible into roughly 69,250,176 shares. Most of the new stock goes to current House of Doge holders. That will make House of Doge the majority shareholder of the public company. Simple math, simple outcome.
The market reaction has been rough. Brag House’s Nasdaq-listed stock is down 60 percent to 10 million. Price is a scoreboard. It reflects doubt, timing, and the cost of capital. The merger terms say House of Doge is in the driver’s seat regardless.
Why it matters for Dogecoin
House of Doge has been busy in 2025. In April it announced an exclusive partnership with 21Shares to launch funds endorsed by the Dogecoin Foundation, culminating in Europe’s first Dogecoin exchange-traded product. That ETP holds about 107 million DOGE, around $26 million in assets under management, according to the release.
Last month, House of Doge partnered with NYSE-listed CleanCore Solutions to form the official Dogecoin digital asset treasury, now holding approximately 730 million DOGE. Around the same time, the first U.S. spot Dogecoin ETF began trading. More recently, House of Doge set up a strategic custody partnership with Robinhood to provide an institutional framework for holding and managing Dogecoin-based financial products.
The strategy is consistent. Build pipes, build products, and put DOGE to work across payments, custody, and capital markets. If the merger closes on schedule, House of Doge gets a public vehicle, a bigger stage, and a balance sheet aligned with its mission. It is a tremendous bid to turn culture into cash flow, with Dogecoin at the center.
Disclaimer: This document is intended for informational and entertainment purposes only. The views expressed in this document are not, and should not be taken as, investment advice or recommendations. Recipients should do their own due diligence, taking into account their specific financial circumstances, investment objectives and risk tolerance, which are not considered here, before investing. This document is not an offer, or the solicitation of an offer, to buy or sell any of the assets mentioned.