For many years, Unity and Unreal have been the go‑to tools for game creators, powering roughly 70% of the titles that appeared on Steam in 2025. While open‑source alternatives like Godot have enjoyed a surge in popularity, 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 Immersive, the brainchild of three seasoned veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still space for a fresh engine that addresses the shortcomings of the status quo. Their résumés read like a who's‑who of the industry, with stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together, they aim to challenge the entrenched players with a platform built around artificial intelligence. In a recent interview with GamesIndustry.biz, Brussee argued that the timing is ripe for a new engine, noting that "a couple of years ago the technology simply wasn’t there." He explained that AI‑augmented programming now allows developers to start from scratch with far less manual boilerplate, enabling rapid delivery of fully functional features under tight supervision and control. Valient, Immersive’s chief technology officer, clarified that their use of AI is not about generating content via vague prompts.
Instead, the AI is woven into the engine’s architecture to make it highly extensible. "AI can reason about massive codebases and data sets," he said. "If we design the underlying system with that capability in mind, even solo developers or tiny teams can plug in custom modules—say, a bespoke particle system—without being limited to simple scripting. The AI assists them in extending the engine quickly and safely." The motivation behind this ambitious project is the increasingly hostile economics of game development.
Brussee described the current climate as "rough," pointing out that production costs keep climbing, making it harder for creators to break even. "We need new ways of working, more efficient pipelines that let smaller teams deliver high‑quality games faster and with less financial risk," he asserted. De Jong, the chief product officer, observed that the engine landscape has become overly standardized and consolidated.
While this has provided a solid foundation, he believes the industry now requires genuine innovation rather than incremental refinements. "Continuing to do exactly what we’ve always done won’t solve the challenges ahead," he warned.
"We need a different approach." One of De Jong’s criticisms of existing engines is their monolithic nature. Developers often have to adapt to proprietary file formats and rigid workflows, which can stifle creativity. With AI, Immersive aims to deliver an engine that molds itself to the developer’s needs. "Flexibility is key," he explained.
"You should be able to swap components, append new functionality, and craft tools that match your personal workflow—down to the exact shortcuts, UI layout, and feature set you require." Valient acknowledges that AI is a double‑edged sword. While it is undeniably powerful, it can also behave unpredictably if left unchecked. To mitigate this, Immersive is building transparency into the system: users will always know what the AI is doing, have access to its decision history, and be able to reproduce results reliably. This level of control, he argues, enables developers to create bespoke tools for specific tasks—like generating a set of five characters with unique traits—in minutes rather than weeks.
The platform’s design philosophy rejects a one‑size‑fits‑all workflow. De Jong emphasized that Immersive does not force a particular development methodology on its users. Instead, the framework and architecture are deliberately open, allowing teams to decide how much AI assistance they want and where to apply it. The challenge, he notes, is ensuring the AI interprets instructions correctly and integrates smoothly.
Interoperability is another cornerstone of Immersive’s strategy. By adopting open standards and text‑based file formats, the engine can communicate effortlessly with other tools commonly used in the industry, such as Blender, Maya, or various generative‑AI pipelines. "When files are human‑readable, any software can parse them," Brussee said. "That means the AI can read, modify, and generate assets across the entire toolchain, breaking down the silos that have traditionally isolated game engines." The conversation around AI in game development is often polarized.
Some pundits on platforms like LinkedIn hype the notion of "click‑to‑game" solutions that could produce Grand Theft Auto‑level experiences from a single prompt. Immersive’s founders acknowledge that such a future might eventually be possible, but they view AI primarily as an empowering tool rather than a magic wand. "AI will make every creator better," Valient asserted.
"The current negative perception stems from the disruptive scale of the technology, which is unprecedented." De Jong added that the industry bears a responsibility to employ AI responsibly. "Any tool can be misused," he said. "Our job is to guide its use toward productive, ethical outcomes." Beyond creative concerns, there is widespread anxiety about the economic sustainability of the AI boom.
Critics warn of a bubble with inflated valuations. Valient responded that while bubbles burst, the underlying technology rarely disappears. He compared the situation to the dot‑com era: the internet didn’t vanish, even though many companies failed.
"We’re focused on building a solid engine that stands on its own merits," he explained. "AI accelerates our development and expands our imagination, but the core product must be good. Whether we’re in a bubble is uncertain, but history shows that valuable technology endures." Funding for Immersive remains modest.
The company has secured its "first commitments" but has not disclosed exact figures, describing the amount as "reasonable." Brussee cautioned against over‑capitalization, noting that excess cash can lead to complacency. "Startups need to stay scrappy," he laughed. The team remains lean—just the three founders and a handful of helpers—by design.
De Jong explained that building a sophisticated engine does not require a massive workforce; a focused group can make thoughtful decisions and iterate efficiently. At the same time, timing is critical. The window for AI‑driven transformation in games is opening, and Immersive wants to capitalize on it without over‑extending resources. Currently, Immersive is working toward a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow.
The team aims to release this demo within the month, having already accelerated their timeline dramatically. "When we started in April we expected to be done by year‑end," Brussee said.
"We’re now twice as fast as anticipated, making precise timeline predictions difficult." The business model is still under discussion. While Brussee admires Epic Games’ philosophy of shared success—"we succeed when you succeed"—he admits it’s too early to commit to a specific revenue structure. Ultimately, the founders hope Immersive will enable creators to push the boundaries of interactive art.
"We love games and want to see more daring, creative experiences," Brussee concluded. "If our technology can foster risk‑taking and innovation, that would be amazing."