Rumble has completed its acquisition of Northern Data, a major European data center operator, and rebranded to RUM Group.

Rumble has closed its acquisition of Northern Data, gaining approximately 85.2% of Northern Data's outstanding shares and immediate access to one of Europe's largest independent GPU estates. The deal has immediately boosted the company's market performance, with shares trading 16.19% higher at $8.47 at the time of publication, according to data from Benzinga Pro. Effective immediately, the publicly traded company operates under the new RUM Group Inc. identity with two core business units: Rumble, its video platform, and Quake AI—formerly Northern Data—its cloud and AI infrastructure business.

Through the acquisition, Rumble gains access to roughly 22,000 high-end NVIDIA H100 and H200 GPUs across nine data centers, along with approximately 250 MW of current energized and planned power capacity. Almost all of this power capacity is expected to come online by 2027 across ten data centers, four of which are owned. Notably, more than 200 MW of that capacity is currently unmonetized, providing what the company describes as substantial headroom to deploy additional GPUs and layer on incremental services over time.

Chris Pavlovski, Founder and CEO, stated that "Closing this transaction marks a defining step in our evolution. We now have over 200 MW of unmonetized energy capacity and substantial contracted revenue across Rumble. Investors can see that we are very quickly entering an entirely new level of fundamentals for our business." Quake AI combines Rumble Cloud's CPU-based compute, storage, and network infrastructure with Northern Data's GPU estate, power footprint, and data center capacity, with the company describing the two units as a flywheel—Quake AI providing the physical foundation for agentic AI, and Rumble providing the creative platform built on free expression.

Pavlovski emphasized the broader strategic vision: "We are living through a once-in-a-generation shift. As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can't manufacture: human imagination. Quake AI gives that imagination a foundation. Rumble gives it a voice."