For years, Unity and Unreal have been the dominant forces in game development, powering roughly 70% of Steam releases projected for 2025. While open‑source alternatives like Godot have gained traction and some studios cling to proprietary solutions—Capcom’s RE Engine being a notable example—the market has largely settled into a duopoly.
Into this seemingly saturated landscape step three seasoned veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient, the founders of Immersive (styled Immens). Their résumés read like a who's‑who of the industry, featuring stints at Epic Games, Guerrilla Games, Boss Key, and Apple. Together they believe there is still room for a fresh engine that not only competes on features but also rethinks the way developers build games. In an interview with GamesIndustry.biz, Brussee argued that the timing is ripe for a new platform, noting that "a few years ago the kind of engine we’re envisioning didn’t exist." He points to recent advances in AI‑assisted programming as the catalyst that makes it possible to start from a clean slate again, while still retaining enough guidance to deliver a fully functional product quickly.
The vision isn’t about a magical prompt that spits out a finished game; rather, it’s about using AI to make the underlying engine more extensible and adaptable. Valient, Immersive’s chief technology officer, clarifies that their AI integration is fundamentally different from the hype surrounding generative art tools. "The AI in Immersive is about building the engine in a way that is really extensible," he explains. By designing the codebase to be AI‑friendly, smaller teams—or even solo developers—can plug in custom systems such as bespoke particle effects without wrestling with opaque scripting layers.
The goal is to let creators say, "I want a custom particle system, let me add it here," and have the engine accommodate that request smoothly, accelerating iteration cycles. The motivation behind this AI‑centric approach stems from the harsh economic realities of modern game development. Brussee describes the current climate as "rough," emphasizing that production costs keep climbing, making it increasingly difficult for studios to break even. He asks whether new workflows can reduce expenses and enable teams to deliver games faster, with fewer staff and smaller budgets, thereby lowering the financial risk for developers and publishers alike.
De Jong, the chief product officer, observes that the engine market has become overly standardized and consolidated. While that consolidation provides a stable foundation, it also stifles innovation. "Continuing to do things exactly as we have before isn’t enough," he says.
He criticizes the monolithic nature of existing engines, where developers must conform to proprietary file formats and rigid pipelines. With AI, Immersive aims to create a system that bends to the user’s needs, allowing developers to swap, append, or modify components and even craft bespoke tools tailored to their personal workflows. Flexibility is a recurring theme. De Jong envisions a scenario where a developer can build a custom interface, shortcuts, and features that match their team’s specific requirements, rather than adapting to a one‑size‑fits‑all engine.
Valient acknowledges AI’s power but warns that it can "go off the rails" if left unchecked. To mitigate this, Immersive is designing the engine so users retain full visibility and control over AI actions, including a complete history of changes. This transparency ensures repeatable results and prevents unexpected behavior.
The team also stresses that Immersive will not force a single workflow on its users. Instead, the architecture will be modular, letting developers decide how much AI to incorporate and where. Open standards play a crucial role in this strategy.
Brussee points out that when assets are stored in text‑based formats, any tool—including AI—can read and manipulate them. By embracing open standards, Immersive hopes to achieve seamless interoperability with popular software such as Blender, Maya, and other generative tools, avoiding the isolation that many proprietary engines suffer from. There is a vocal backlash against AI in game creation, with some commentators warning that future "click‑to‑game" engines could reduce complex development to a simple prompt. Immersive’s founders acknowledge these concerns but view AI as a powerful assistant rather than a replacement.
Valient believes AI will elevate the entire industry, making creators more capable, while De Jong stresses that, like any technology, AI must be used responsibly. Economic anxieties also linger. Critics question whether AI‑focused game tech is part of a bubble with inflated valuations.
Valient draws a parallel to the dot‑com era, noting that while many companies vanished, the underlying internet persisted and the surviving firms thrived because they built genuinely valuable products. He argues that Immersive’s focus is on delivering a solid engine; AI merely accelerates development and expands creative horizons. Funding remains modest.
Immersive has secured its "first commitments" but has not disclosed exact figures, describing the amount as "reasonable." Brussee cautions against over‑capitalization, noting that excess cash can breed complacency, whereas a lean budget encourages scrappiness and disciplined decision‑making. The company currently consists of the three founders plus a handful of helpers, a size they consider optimal for iterating on such a complex project. The team is already demonstrating rapid progress. They aim to release a proof‑of‑concept demo this month that showcases a generative‑AI‑driven editing workflow.
What was initially projected to take until year‑end is now on track for delivery in half that time, underscoring the productivity gains they claim AI can unlock. Business‑model discussions are still early. While Immersive admires Epic Games’ revenue‑share philosophy—"we succeed when you succeed"—they have not committed to any specific arrangement yet.
Ultimately, Brussee hopes Immersive will empower developers to push artistic boundaries, take risks, and innovate in ways that current engines may inhibit. "We love games and want to see more creativity and risk‑taking," he says. "If our technology helps bring that vision to life, that would be amazing."