For years, the game‑development landscape has been dominated by two heavyweight engines: Unity and Unreal. In 2025, roughly seventy percent of titles launched on Steam were built with one of those platforms. 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 Unity and Unreal with a near‑monopoly on the market. Enter Immersive, a fledgling company founded by three industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still room for a fresh, more adaptable engine.
Their résumés read like a who's‑who of game development: experience at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. Together they aim to challenge the status quo and give developers a new set of tools that can break the costly, time‑intensive cycle that now defines game creation.
In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because “the opportunity didn’t exist a couple of years ago.” He argues that advances in AI‑assisted programming now let teams start from scratch and still achieve full‑featured results quickly, provided they maintain strong guidance and oversight. Valient, Immersive’s chief technology officer, clarifies that the AI they are integrating is not about generating content from a single prompt.
Instead, it is woven into the engine’s architecture to make the codebase highly extensible. "AI can reason about massive amounts of data and source code," he said.
"If we design the engine with that capability in mind, even a solo developer can add a custom particle system or a unique physics module without being constrained to a limited scripting layer." The motivation behind this AI‑centric approach stems from the harsh reality of today’s game market. Brussee describes the environment as “rough,” noting that development costs keep climbing while budgets shrink, making it increasingly difficult for small teams to survive. He asks whether the industry can discover more efficient workflows that lower risk for studios and individual creators alike.
De Jong, the chief product officer, echoes this sentiment, observing that the engine space has become overly standardized and consolidated. While that consolidation provides a solid foundation, it also stifles innovation.
"We need a different way," he asserts. "Standardisation is no longer enough; we need true innovation." One of the biggest criticisms De Jong has of existing engines is their monolithic nature.
Developers must adapt to proprietary file formats and rigid pipelines, often spending weeks or months building tools that merely fit the engine’s constraints. With AI, Immersive envisions an engine that molds itself to the developer’s needs. "Flexibility is key," he explains. "You should be able to swap components, append new modules, and craft bespoke tools that match your exact workflow—down to the shortcuts, interface layout, and feature set you prefer." Valient acknowledges that AI is a double‑edged sword.
While it is “really powerful,” it can also veer off course if left unchecked. To mitigate this, Immersive is building transparency into the engine: users will always know what the AI is doing, see its decision history, and retain full control over the process.
This auditability ensures repeatable results and allows developers to create throw‑away tools for specific tasks—like generating five characters with a particular trait—in a fraction of the time previously required. What once cost weeks of labor can now be prototyped over a coffee break, dramatically reducing expense and accelerating iteration.
Flexibility extends beyond workflow to interoperability. Immersive plans to rely on open standards and text‑based file formats, enabling seamless communication with popular tools such as Blender, Maya, or any generative‑AI pipeline. "When files are human‑readable, any system can parse them," Brussee notes. "The AI can then manipulate those files directly, bridging gaps that traditional engines leave as isolated islands." The broader industry conversation around AI is polarized.
Some commentators hype a future where a single prompt spawns a Grand‑Theft‑Auto‑level experience, sparking fear and backlash. Immersive’s team tempers those extremes, describing AI as a powerful assistant rather than a replacement for human creativity.
Valient believes AI will make developers better, not obsolete, and stresses the responsibility to wield the technology ethically. De Jong adds that, like any tool, AI can be misused, but the onus lies on creators to apply it responsibly. Economic concerns also loom large.
Critics warn of an AI bubble with inflated valuations. Valient counters that, similar to the dot‑com era, the underlying technology is unlikely to disappear; instead, weaker players will fall away while robust products survive. Immersive’s focus is on delivering a high‑quality engine that leverages AI to speed development and enable bigger creative visions, regardless of market hype. Funding remains modest.
The founders have secured “first commitments” but have not disclosed amounts, describing the needed capital as “reasonable.” Brussee warns against over‑funding, noting that excess cash can breed complacency. The company remains intentionally lean—just the three founders plus a handful of helpers—believing that a small, focused team can make critical decisions more efficiently than a massive workforce.
Immersive is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. Originally slated for a year‑long timeline, the team has already accelerated progress, aiming to release the demo within the month. While the business model is still taking shape, Brussee admires Epic’s “we succeed when you succeed” licensing philosophy but admits it’s too early for concrete plans.
Ultimately, the founders hope their engine will empower creators to push the medium forward, fostering risk‑taking, artistic expression, and novel gameplay experiences. "We love games and want to see more creativity and daring," Brussee concludes. "If our technology helps bring that to life, it would be amazing."