For years, Unity and Unreal have reigned supreme in game creation, accounting for roughly 70% of the titles launched on Steam in 2025. While open‑source alternatives like Godot have gained traction, most large studios still cling to proprietary solutions—Capcom’s RE Engine being a prime example—leaving the market largely dominated by the two giants. Enter Immens, a fledgling venture founded by three seasoned veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a roll call of industry heavyweights, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they believe there is still room for a fresh engine that not only competes with the status quo but also addresses its shortcomings. In a recent interview with GamesIndustry.biz, Brussee argued that the timing is right for a new platform.
"A few years ago the idea of an AI‑enhanced engine simply didn’t exist," he explained. "Now, with AI‑assisted programming, we can start building from the ground up again, under tight guidance, and deliver full‑featured tools much more quickly." Valient, Immens’ chief technology officer, is quick to clarify that their use of AI differs from the hype‑driven “prompt‑to‑asset” narrative that dominates headlines.
"Our AI isn’t about magically conjuring content," he said. "It’s about constructing an engine architecture that is inherently extensible. AI excels at reasoning over large codebases and data sets.
By designing the core with that capability in mind, we enable solo developers or small teams to plug in custom systems—say, a bespoke particle engine—without being confined to a limited scripting layer. In short, AI becomes a catalyst for rapid extension rather than a black‑box generator." The motivation behind Immens’ AI‑centric approach stems from a bleak market reality. Brussee described the current climate as "rough" and warned that development costs are spiralling, making sustainable success increasingly elusive. "Games are getting more expensive, and the risk to studios is mounting.
We need new workflows that slash costs, shrink team sizes, and accelerate timelines, so creators aren’t gambling their livelihoods on a single hit," he said. De Jong, the company’s chief product officer, echoed this sentiment, noting that the engine landscape has become overly standardized and consolidated. While this has provided a solid foundation, he believes the industry now needs genuine innovation rather than incremental tweaks. "We’re at a crossroads where the old monolithic engines force developers to adapt to their rigid pipelines and proprietary file formats.
With AI, we can flip that dynamic—creating an engine that bends to the developer’s needs." Flexibility is at the heart of Immens’ design philosophy. De Jong envisions a toolset where users can interchange, append, and modify components at will, crafting bespoke interfaces, shortcuts, and workflows that match their personal expertise and project demands.
"Imagine being able to build a custom editor that mirrors exactly how you think and work. That level of personalization is what we’re aiming for," he said. Valient also warned that AI, while powerful, can be unpredictable if left unchecked. To mitigate this, Immens is building transparency into every step of the engine’s operation.
"You’ll always know what the AI is doing, why it made a particular change, and you can reproduce the result. This auditability ensures that creators retain full control and can trust the tool for critical production tasks." One practical example he gave involved generating multiple characters with specific traits. In traditional pipelines, such a task might require weeks of manual labor. With Immens, a developer could sketch the concept over coffee, let the AI produce a usable asset, and then iterate or discard it as needed—dramatically reducing cost and time.
Immens refuses to impose a single workflow or a predetermined amount of AI assistance. Instead, the framework is deliberately modular, letting teams decide how much automation they want and where to apply it. "The architecture is open enough that you can choose a low‑AI, high‑control path or lean heavily on AI for rapid prototyping—the choice is yours," De Jong explained.
Interoperability is another cornerstone of the platform. By embracing open, text‑based standards, Immens ensures that files can be read and manipulated by any compatible tool—be it Blender, Maya, or future generative applications. "When everything speaks the same language, the AI can seamlessly pull data from one program, transform it, and push it back, creating a truly integrated pipeline," Brussee said.
The broader conversation about AI in game development is fraught with skepticism. Some commentators on LinkedIn sensationalize the technology, claiming that a single prompt could spawn a Grand Theft Auto‑scale experience. Immens acknowledges that while a "click‑to‑game" future might someday be plausible, they view AI strictly as an enhancer, not a replacement for human creativity. "AI makes everyone better, but the heart of the game remains the designer’s vision," Valient affirmed.
Economic concerns also linger, especially regarding the hype‑driven valuations surrounding AI startups. Valient likened the situation to the dot‑com bubble: "The internet didn’t disappear after the bubble burst; many companies fell away, but the technology endured. We’re focused on building a solid engine that stands on its own merits, regardless of market froth." Funding remains modest.
Immens has secured its first round of commitments, though the exact amount is undisclosed and described only as "reasonable." Brussee cautioned against over‑capitalization, noting that excess cash can breed complacency. "Startups need to stay scrappy; too much money can make you lazy," he joked. The team itself is intentionally lean—just the three founders plus a handful of helpers. De Jong explained that engine development is a complex, nuanced endeavor that cannot be rushed by simply throwing a massive workforce at it.
"We need a small, focused group to make thoughtful decisions and iterate carefully. At the same time, we must seize the narrow window of opportunity presented by AI’s rise. Balancing resources and timing is the key challenge we’re navigating." Immens is currently targeting a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month. The timeline has already outpaced their original expectations; what was projected to take until year‑end is now on track for a mid‑year launch.
"We’re moving twice as fast as we anticipated," Brussee said, underscoring the speed gains the AI‑centric approach can deliver. Regarding the business model, the founders remain open‑minded. While they admire Epic Games’ revenue‑share philosophy—"we succeed when you succeed"—they admit it’s too early to lock in a definitive strategy. "We’ll evaluate what works best for developers and for us as we grow," Brussee concluded.
Ultimately, the trio hopes Immens will empower creators to push the boundaries of interactive art. "We love games and want to see more daring, risk‑taking projects.
If our technology can lower barriers and spark innovation, that would be amazing," Brussee said, echoing a shared vision of a more vibrant, diverse gaming landscape.