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.
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.”
