For years, Unity and Unreal have held sway over the game‑development landscape, accounting for roughly 70% of all titles released on Steam in 2025. While open‑source options like Godot have gained traction, the market remains largely dominated by these two powerhouses, with a few large studios still preferring proprietary solutions such as Capcom’s RE Engine. In this environment, three seasoned industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—believe there is still room for a fresh, more adaptable engine. Their new venture, Immers, aims to combine the latest AI‑assisted programming techniques with a highly extensible architecture to give smaller teams the tools they need to create games faster and at lower cost.
In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because "the possibilities that AI opens up didn’t exist a couple of years ago." He argues that AI‑enhanced code generation can let developers start from a clean slate while still retaining tight guidance and control, enabling rapid delivery of full‑featured prototypes. Valient, Immers’ chief technology officer, stresses that the company’s use of AI is not about "prompt‑to‑asset" magic. Instead, the AI is woven into the engine’s core to make the codebase more modular and self‑describing, allowing individuals or tiny studios to plug in custom systems—like a bespoke particle effect pipeline—without wrestling with opaque scripting layers.
The motivation behind Immers is rooted in the current economic climate of game development. Brussee describes the market as "rough," noting that production budgets keep climbing while the risk of failure grows. "We need new ways of working," he says. "If we can make development more efficient, we lower the financial barrier for creators and protect studios from ruinous losses." De Jong, the chief product officer, observes that the engine space has become overly standardized and consolidated.
While that stability has provided a solid foundation, it has also led to a "monolithic approach" where developers must conform to rigid file formats and workflows. He envisions an engine that bends to the user’s needs, offering interchangeable components, appendable modules, and the ability to craft bespoke tools tailored to a team’s unique pipeline. "Flexibility is key," he says. "If I want a UI that mirrors my personal workflow, with exact shortcuts and features, I should be able to build it within the engine itself." Valient acknowledges that AI, while powerful, can be unpredictable if left unchecked.
Immers therefore places the user in the driver’s seat, providing full visibility into the AI’s decisions, a complete history of changes, and repeatable outcomes. This transparency allows developers to create disposable tools for specific tasks—such as generating five characters with a particular trait—in minutes rather than weeks, dramatically shrinking iteration cycles. The architecture of Immers is deliberately agnostic.
It does not impose a single workflow or dictate how much AI should be employed. Instead, the framework is built on open standards and text‑based file formats, ensuring seamless interoperability with industry staples like Blender, Maya, and other generative tools. "When files are human‑readable, any AI can parse and manipulate them," Brussee notes. This openness contrasts with many existing engines that act as closed ecosystems, hindering cross‑tool communication.
Public sentiment about AI in game creation is mixed. Some commentators on LinkedIn hype "click‑to‑game" scenarios where a prompt could spawn a Grand Theft Auto‑scale experience, fueling fear of a dystopian future. Immers’ team tempers these expectations, positioning AI as a catalyst that makes developers better, not a replacement for human creativity. Valient says, "AI is a tool that amplifies talent; it isn’t a magic button that eliminates the need for design thinking." Economic concerns also swirl around the AI boom, with critics warning of a bubble of overvalued startups.
Valient draws a parallel to the dot‑com era, arguing that while many companies will fall, the underlying technology endures. "AI isn’t disappearing; it’s evolving," he asserts.
"Our focus is on building a solid engine that leverages AI to accelerate development, not on chasing hype." Funding remains modest. Immers has secured its "first commitments" but has not disclosed amounts, describing the target as "reasonable." Brussee cautions against excessive capital, noting that too much money can breed complacency. The company deliberately stays lean—just the three founders plus a handful of helpers—to retain agility and keep development focused.
Currently, Immers is racing toward a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. The team expected to reach this milestone by year‑end, but they are already two‑fold ahead of schedule, aiming to release the demo within the month. This rapid progress underscores the potential speed gains AI can unlock.
Looking ahead, Brussee admires Epic Games’ philosophy of "we succeed when you succeed," but admits it is too early to define a definitive business model. He hopes Immers will empower creators to push artistic boundaries, take risks, and ultimately drive the industry forward.
"We love games and the complex expression they represent," he says. "If our technology can help more people bring bold, innovative experiences to life, that would be amazing."