For many years, Unity and Unreal have been the dominant forces shaping the video‑game development landscape, together accounting for roughly 70% of all titles launched on Steam in 2025. While open‑source alternatives such as Godot have begun to make noticeable strides, the market still feels largely locked into a duopoly, with a handful of large studios preferring proprietary solutions—Capcom’s RE Engine being a prime example.
In this environment, three seasoned industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—have decided to challenge the status quo by founding Immens, a new AI‑powered game engine that they believe can break the cycle of ever‑rising production costs. The founders bring a résumé that reads like a tour of the biggest names in gaming. Brussee cut his teeth at Epic Games, the creator of Unreal, and later contributed to titles at Guerrilla Games and Apple.
De Jong has a background in technical leadership at Boss Key and other high‑profile studios, while Valient has spent years engineering tools for large‑scale projects. Their combined experience gives them a unique perspective on why the current engine ecosystem feels both "standardised" and "consolidated"—terms De Jong uses to describe a market that offers a solid foundation but stifles true innovation. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a fresh engine. "A few years ago the idea of building an engine from scratch with AI assistance didn’t exist," he said.
"Now, with AI‑supported programming, we can start over and get functional features up much faster, while still keeping tight control over the codebase." Valient, Immens’ chief technology officer, clarified that the AI they are integrating is not the kind of generative prompt‑to‑image or prompt‑to‑code that dominates headlines. Instead, the AI is woven into the engine’s architecture to make it highly extensible.
"If we design the code with AI reasoning in mind, even a solo developer can add a custom particle system or a bespoke physics module without rewriting large sections of the engine," he explained. "The AI acts as a facilitator, helping creators extend the engine quickly and safely." The motivation behind Immens is rooted in the harsh economic reality of modern game development. Brussee describes the current climate as "rough" and notes that development budgets are ballooning, making it increasingly difficult for small teams to survive.
"We need new ways of working that cut costs, shrink team sizes, and accelerate timelines," he argued. "If we can lower the financial barrier, studios won’t have to gamble their livelihoods on a single hit." De Jong adds that the industry’s reliance on monolithic engines forces developers to conform to proprietary file formats and rigid workflows.
He envisions an engine that adapts to the user instead of the other way around. "Flexibility is key," he said.
"Our platform should let you swap components, append new tools, and modify existing systems to match exactly what your project demands. Imagine being able to craft a UI with the exact shortcuts, panels, and visual language you and your team are comfortable with—no more fighting against a one‑size‑fits‑all interface." Valient is candid about AI’s limitations. While he praises its power, he warns that unchecked AI can quickly go off‑track. Immens therefore places the user in the driver’s seat: every AI‑generated change is logged, repeatable, and fully auditable.
This transparency lets developers understand the history of a modification and roll it back if necessary. "You could, for instance, generate five characters with specific traits in minutes instead of weeks," Valient illustrated.
"That tool can be reused, then discarded, saving huge amounts of time and money." Immens is deliberately built without imposing a single workflow. De Jong stresses that teams can decide how much AI assistance they want and where to apply it. The engine’s architecture is modular, allowing creators to plug in as much or as little AI as they deem appropriate, while still ensuring the AI interprets the code correctly.
Another cornerstone of Immens’ philosophy is openness. By adopting text‑based, open‑standard file formats, the engine can interoperate seamlessly with industry staples such as Blender, Maya, and other generative tools.
"When files are human‑readable, any software can parse them," Brussee noted. "That means the AI can read, modify, and exchange data across the entire pipeline without proprietary bottlenecks." The broader conversation about AI in game development is often polarized. Some commentators on platforms like LinkedIn hype the idea of "click‑to‑game" experiences, suggesting that a simple prompt could spawn a Grand Theft Auto‑scale world.
Immens’ team acknowledges that such hype exists but insists their vision is grounded in practicality. "AI is a tool, not a magic wand," Valient said. "It will make developers better, not replace them." Economic concerns also swirl around AI, with many fearing a speculative bubble.
Valient draws a parallel to the dot‑com era, noting that while many companies vanished, the underlying technology— the internet— persisted and flourished. "AI isn’t disappearing; it’s evolving. Our goal is to build a solid engine that stands the test of time, regardless of market hype," he affirmed.
Funding for Immens remains modest and deliberately restrained. The founders have secured initial commitments but have not disclosed exact figures, describing the amount as "reasonable." Brussee warns against over‑capitalisation, noting that too much money can breed complacency. "Startups need to stay scrappy," he laughed, emphasizing that a lean team of the three founders plus a handful of helpers is intentional.
Balancing team size with ambition is a delicate act. De Jong explains that a game engine is a complex undertaking that cannot be rushed by simply adding more personnel. "You need a small, focused group to make critical decisions and iterate intelligently," he said. "At the same time, there’s a narrow window of opportunity as AI reshapes the industry.
We must hit that sweet spot before the market moves on." Immens is currently working toward a proof‑of‑concept demo that showcases a full editing workflow powered by generative AI. The team aims to release this demo within the month, a timeline that has already outpaced their original expectations. "We thought we’d need until the end of the year; we’re now two‑times faster than that," Brussee reported. The business model remains under discussion.
While Immens admires Epic Games’ revenue‑share approach—"we succeed when you succeed"—the founders admit it’s too early to commit to a specific structure. Their focus remains on delivering a compelling product that empowers creators. Ultimately, the trio hopes Immens will spark a wave of creativity and risk‑taking in the industry. "We love games and want to see more daring, artistic expressions," Brussee concluded.
"If our technology can lower barriers and let developers experiment freely, we’ll have achieved something amazing."