For years, Unity and Unreal have been the dominant forces in game development, accounting for roughly 70% of the titles released on Steam in 2025. While open‑source alternatives like Godot have begun to gain traction, most major publishers still lean on proprietary solutions—Capcom’s RE Engine being a prime example—leaving the market largely in the hands of the two giants. Enter Immers, a new venture founded by three seasoned veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still room for a fresh engine and, more importantly, for a better way to build games. Their résumés read like a who’s‑who of the industry, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they aim to challenge the status quo with an engine that leverages artificial intelligence not as a gimmick but as a structural advantage. In an interview with GamesIndustry.biz, Brussee explained that the timing feels right: "There’s an opportunity now to build a new engine that didn’t exist a couple of years ago. With AI‑supported programming, you can start making things from scratch again, under a lot of guidance and control, and get full functionality fast." This vision hinges on AI’s ability to understand and reason about large codebases, making the engine highly extensible.
Valient, Immens’s chief technology officer, clarified that their approach is not about prompting the AI to conjure assets, but about designing the engine so that AI can assist developers in extending and customizing it. "If we design the code base with this in mind, even small teams or solo creators can add their own particle systems, gameplay mechanics, or editor tools without being limited to a few scripting hooks," he said. The motivation behind Immens is rooted in the current economic pressures of the games market. Brussee described the environment as "rough," noting that development costs keep climbing and that many studios struggle to stay afloat.
"We need new ways of working, more efficient processes that let us make games with fewer people, faster, and on smaller budgets," he argued. De Jong, the chief product officer, echoed this sentiment, observing that the engine landscape has become overly standardized and consolidated. While that consolidation provides a solid foundation, it also stifles innovation.
"The industry needs a different approach, not just more of the same," he said. One of the key criticisms De Jong has of existing engines is their monolithic nature. Developers must adapt to proprietary file formats and rigid workflows, which can be a barrier for creative experimentation.
Immers aims to flip that model by building an engine that bends to the developer’s needs rather than forcing developers to bend to the engine. "It needs to be very flexible," De Jong explained.
"You can interchange, append, modify, and even create your own tools with the exact shortcuts, interfaces, and features that your project requires." Valient is realistic about AI’s limits. While he acknowledges its power, he warns that without careful oversight the technology can “go off the rails quickly.” Immens therefore places control firmly in the hands of the user: the engine logs its actions, provides a transparent history, and allows developers to repeat or tweak processes as needed.
This transparency turns what could be a black‑box into a reliable assistant. For example, a designer who needs five characters with a specific trait could previously spend weeks on the task; with AI‑enhanced tools, the same outcome might be achieved over a coffee break, and the workflow could be saved and reused as needed. Flexibility is baked into Immens’s architecture.
The team refuses to impose a single workflow, instead offering a framework that lets users decide how much AI to incorporate and where. Open standards also play a central role.
By using text‑based file formats, Immens ensures that any tool—whether it’s Blender, Maya, or a future generative‑art system—can read and write data without friction. "The AI can read files and act on them, and because everything speaks the same open language, integration becomes seamless," Brussee said. The broader conversation about AI in game development is often polarized. Some commentators on LinkedIn predict a future where a single prompt can generate a Grand Theft Auto‑scale experience, fueling fear and backlash.
Immens’s founders see a more measured path. They acknowledge that one day “click‑to‑game” engines might exist, but for now they view AI as a powerful tool that enhances human creativity rather than replaces it. "AI is making everyone better," Valient asserted, noting that the technology is disruptive but also an opportunity for responsible use. Economic concerns also surface, especially regarding the hype around AI startups and the risk of a bubble.
Valient likens the situation to the dot‑com era: the internet didn’t disappear when the bubble burst, but many companies did. He believes that solid products—like a well‑engineered game engine—will endure regardless of market froth.
"We’re first and foremost making a good engine. AI just helps us move faster and dream bigger," he said.
Funding remains modest. Immens has secured its “first commitments” but has not disclosed amounts, describing the target as “reasonable.” Brussee cautions against over‑funding, noting that excess capital can breed complacency. The company remains lean—just the three founders and a handful of helpers—by design.
De Jong explains that building an engine is a complex, iterative process that doesn’t benefit from a massive headcount. "You need a small, focused team to make thoughtful decisions, but you also need enough resources to hit the market window created by AI’s rise," he said. The team is currently racing toward 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; what was projected to take until year‑end is now arriving in half that time.
Business‑model discussions are still early. While Immens admires Epic’s “we succeed when you succeed” licensing philosophy, they have not committed to any specific approach yet. Ultimately, Brussee hopes the engine will enable creators to push the medium forward, fostering more risk‑taking and artistic expression.
"We love games and want to see more creativity and innovation built on this technology. That would be amazing," he concluded.