For years, Unity and Unreal have been the go‑to tools for game creators, accounting for roughly 70% of Steam releases in 2025. While Godot has made notable strides recently and some studios cling to proprietary solutions—Capcom’s RE Engine being a prime example—the market has largely been dominated by the two giants. Yet three seasoned industry veterans, Arjan Brussee, Sjoerd De Jong, and Michal Valient, see a gap they believe they can fill with their startup Immens. Their résumés read like a who’s‑who of game development: experience at Epic Games (the makers of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they aim to challenge the status quo with a fresh, AI‑enhanced engine. In a recent interview with GamesIndustry.biz, Brussee argued that the timing is ripe for a new platform that simply didn’t exist a few years ago. "With AI‑assisted programming, you can start building from scratch again," he said.
"With the right guidance and control, you can deliver full‑featured tools quickly." Valient, Immens’ CTO, clarified that their use of AI differs from the hype‑driven “prompt‑to‑asset” narrative. Instead, AI is woven into the engine’s architecture to make it highly extensible. "If we design the codebase with AI in mind, even a solo developer can add a custom particle system or a bespoke gameplay mechanic without wrestling with rigid scripting layers," he explained. The goal is to let creators harness AI to accelerate extensions rather than rely on it to conjure entire games.
The motivation behind Immens stems from a bleak outlook on the current games market. Brussee described the environment as "rough," noting that development costs keep climbing, making it harder for small teams to survive.
"We need new ways of working, more efficient pipelines that let us produce games with fewer people, less time, and smaller budgets," he said. De Jong, the chief product officer, echoed this sentiment, pointing out that the engine landscape has become overly standardized and consolidated. While that consolidation provides a solid foundation, it also stifles innovation.
"The industry faces many challenges, and simply repeating old methods won’t cut it. We need genuine innovation, not just more of the same," he asserted.
A key criticism De Jong has of existing engines is their monolithic nature. Developers are forced to adapt to proprietary file formats and rigid workflows. By contrast, Immens intends to be a fluid platform that molds itself to the developer’s needs.
"Flexibility is essential," he said. "You should be able to swap components, append new features, and build tools that match your personal workflow—down to the exact shortcuts, UI layout, and interface you prefer." Valient also warned that AI, while powerful, can quickly go off‑track if left unchecked. Immens therefore emphasizes transparency and control: users can see exactly what the engine is doing, review its decision history, and ensure repeatable results. This level of oversight enables rapid prototyping—for example, generating five characters with specific traits in minutes rather than weeks—while still allowing developers to discard temporary tools after use.
Such agility, he believes, could dramatically lower production costs. Immens is deliberately built without imposing a single workflow. "You decide how much AI you want to use and where," De Jong noted. The architecture is open‑standard‑friendly, meaning that text‑based files can be read by any compatible tool.
This openness facilitates seamless integration with popular software like Blender, Maya, or other generative pipelines. "When everything communicates via open standards, you can plug in whatever you need without fighting the engine," Brussee added. The broader AI debate in game development is polarized.
Some pundits on LinkedIn hype a future where a single prompt creates a Grand Theft Auto‑scale experience. Immens acknowledges the allure of "click‑to‑game" concepts but treats AI as a powerful assistant rather than a replacement for human creativity. "AI will make everyone better, not replace them," Valient said.
He stressed the responsibility of the industry to wield AI responsibly, noting that any tool can be misused if not guided by ethical considerations. Economic anxieties also swirl around AI, with fears of a bubble and inflated valuations.
Valient likened the situation to the dot‑com era: the internet didn’t disappear, but many over‑hyped companies fell away, leaving only the truly valuable ones. Immens aims to be one of those lasting products, focusing on building a solid engine first and letting AI accelerate development and imagination. Funding remains modest.
Immens has secured its "first commitments" but has not disclosed amounts, describing the target as "reasonable." Brussee cautioned against over‑funding, noting that excess capital can breed complacency. The team remains lean—just the three founders and a handful of helpers—by design. "Engine development is complex; you can’t just throw a million people at it and expect success," De Jong explained. A small, focused group can make deliberate decisions and iterate efficiently, especially during the narrow window of opportunity presented by AI’s rise.
The company is currently building a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month. Their timeline has already outpaced initial expectations, moving from an anticipated year‑end finish to a delivery two‑fold faster. While the exact business model is still under discussion, Brussee expressed admiration for Epic’s creator‑centric approach, though he admitted it’s too early to commit to any specific revenue scheme.
Ultimately, the founders hope Immens will empower creators to push the medium forward. "We love games and want to see more daring, artistic expression," Brussee concluded.
"If our technology can lower barriers and spark risk‑taking, that would be amazing."