By M. Marin
NASDAQ:TBH
READ THE FULL TBH RESEARCH REPORT
Brag House intends to acquire House of Doge in reverse takeover transaction
Media-tech platform Brag House Holdings (NASDAQ:TBH) has taken steps to become an important part of the Dogecoin landscape. Last month, Brag House announced that it plans a merger with House of Doge, the official corporate arm of the Dogecoin Foundation. House of Doge will become the majority shareholder of the Brag House, and current TBH shareholders will own the remaining equity. A core goal is to advance Dogecoin as a decentralized global currency.
If the transaction is consummated, Brag House will acquire House of Doge in a reverse takeover transaction. The proposed merger has been unanimously approved by both companies’ boards. Completion of the proposed transaction is expected early in 2026. If consummated, it will create a public entity that the companies expect can generate recurring and diversified revenue over time through integrated advanced payment infrastructure, Dogecoin-denominated merchant services, proprietary data insights, licensing, and treasury activities.
Goal to advance mainstream Dogecoin adoption and institutionalize Dogecoin’s utility.
The House of Doge has formed partnerships with 21Shares and with publicly traded Robinhood and CleanCore Solutions. Earlier this year, TBH made a $4 million investment in CleanCore Solutions’ recent offering of pre-funded warrants. The company believes the transaction will advance Dogecoin adoption and utility by investing in the infrastructure necessary to support Dogecoin utility in a scalable way, including developing financial products, real-world asset tokenization, partnerships, and building the first Foundation-backed Dogecoin treasury strategy.
Company views Dogecoin potential for widespread utility
Concurrent with the changes resulting from the planned transaction, the Brag House team will continue to advance the legacy business and remains optimistic about its partnership with Learfield. TBH intends to hold additional events following the 1st Brag House – Learfield event, which generated strong interest. The company expects that the post-merger combined entity's strategy will focus on four key tenets:
- Digital Payments
- Asset Management & Treasury
- Real-World Asset (RWA) Tokenization
- Digital Media & Data Insights
Core Gen Z demographic – digital native market
Currently, the Brag House legacy target audience is comprised of casual gamers who watch and engage with various video games regularly and generally are affiliated with or have recently graduated from a university. Gen Z is a core demographic for brands, both for the opportunity to initiate successful interactions now and also to grow their marketing interactions as Gen Z-ers age and their tastes, needs, and purchasing power presumably shift. Making connections with people who are either still in or have recently graduated from college can help brands initiate relationships with this core group that brands can develop and grow over time. According to The Economist, roughly 50% of Gen Z-ers are currently in the workplace, with the number of Gen Z-ers working full-time expected to surpass the number of full-time Baby Boomers shortly. In fact, by 2030, Gen Z, along with Millennials, is expected to represent a combined 74% of the total workforce, according to Deloitte. This makes the demographic a critical one for brands to reach.
Multiple factors distinguish this generation from others, and their spending habits differ significantly from those of earlier generations, according to Forbes. Insights and analytics that improve marketers’ ability to understand Gen Z can help brands optimize marketing spend and outreach. Among the factors that distinguish Gen Z from earlier generations are the impact of the pandemic at an early stage in their lives and also their innate understanding of technology, having grown up in a digital world. Given that the demographic represents digital natives, it is not unreasonable to expect they would be early adopters of cryptocurrency payment mechanisms, we believe.
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