The influence of Generation Z is becoming more and more profound by the day. Referring to the cohort born between 1997 and 2012, this digitally native generation is not compromising its rights, is living life on its own terms, and even has the power to topple governments.
Thus, when Gen Z-focused gaming company Brag House Holdings (TBH) announced that it would be merging with the official commercial arm of the Dogecoin Foundation through a reverse takeover, it sent shares of the former soaring. The Dogecoin Foundation is a nonprofit organization that supports the development and promotion of Dogecoin (DOGEUSD), the popular cryptocurrency that started as a joke but evolved into a legitimate blockchain project. Trading around 20 cents, Dogecoin is the eighth-largest cryptocurrency in the world, with a market cap of about $31 billion.
And despite its frivolous branding, the DOGE has some vital real-life applications. For instance, it has very low network fees, making it ideal for everyday transactions. Then, it was one of the first cryptocurrencies used for social media tipping on platforms such as Reddit (RDDT), Twitch, and X. Finally, a certain Elon Musk liked the name so much that he even titled his Department of Government Efficiency (DOGE) after it.
Why Is Brag House Merging With The Dogecoin Foundation?
Circling back to the merger with Brag House, the combined company plans to weave Dogecoin’s payment ecosystem and merchant solutions into Brag House’s (BRAG) digital gaming and social platforms. The idea is to create a business that earns from several recurring sources rather than relying on one-off transactions while also holding a meaningful reserve of Dogecoin as part of its balance sheet strategy.
In parallel, the group intends to work with industry partners such as 21Shares, Robinhood (HOOD), and CleanCore Solutions to launch a new lineup of Dogecoin-linked financial instruments that meet regulatory standards. This move is expected to push Dogecoin further into the mainstream, reshaping its image from a community-driven meme coin into an asset class recognized by institutional investors.
Commenting on the development, Brag House CEO Lavell Juan Malloy II said, "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."
About Brag House Holdings
Founded in 2018, Brag House describes itself as a media-technology social-gaming and sports engagement platform targeting Gen Z, especially college-level or semi-casual gamers. Typical of most Gen Z-ers, the company identifies itself as many things, and with a ticker like TBH (an acronym for “to be honest” popular among the cohort), it cannot get more Gen Z.
The share price performance does not evoke much confidence, as the TBH stock is down 74.30% on a year-to-date (YTD) basis while trading at penny stock levels. Its market cap stands at $13.4 million, much lower than DOGE's. Thus, while companies like Strategy (MSTR), formerly known as MicroStrategy, can at least look to pivot towards becoming a Bitcoin (BTCUSD) treasury company, considering its previous business operations had some value, a company like Brag House is only left with the option of merger.
Notably, according to its latest 10Q filings, Brag House reported zero revenues for the most recent quarter ended June 30. In fact, the company has a limited revenue history since its inception. Moreover, its net losses widened to $1.7 million from about $957,000 in the same period a year ago.
Net cash outflow from operating activities for the first six months of 2025 increased to $3.2 million from just $184,534 in the prior year as the company closed the quarter with a cash balance of $1.5 million.
Finally, Brag House operates in a space where it competes with players who are not only much more popular, but they are bigger as well. For instance, direct competitors like GameSaloon and ESEA have over a million users on their platforms, while adjacent competitors like Twitch and Roblox (RBLX) have more than 100 million users.
Final Take
The verdict is clear: stay away from Brag House. To be honest, if investors are looking for exposure to DOGE, they can simply buy the coin. It is not remotely as expensive as BTC or Ether (ETHUSD), nor is there a supply problem. Further, if one is looking to have a gaming company in their portfolio, then there are larger, established players such as the aforementioned Roblox, which has real revenues and users, unlike Brag House.
