For many years, Unity and Unreal have been the de‑facto platforms for game creation, accounting for roughly 70 % of the titles released on Steam in 2025. While open‑source alternatives such as Godot have gained traction and large studios continue to rely on proprietary solutions like Capcom’s RE Engine, the market has largely been dominated by the two giants. Enter Immens, a startup founded by three industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still space for a fresh engine and, more importantly, for a better way to build games. 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. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because “the tools that existed a few years ago simply aren’t enough anymore.” He argues that AI‑assisted programming now lets developers start from a clean slate while still receiving substantial guidance, enabling rapid delivery of fully‑featured prototypes. Valient, Immens’s chief technology officer, stresses that the AI component is not about generating assets from a single prompt.
Instead, it is woven into the engine’s architecture to make the codebase highly extensible. “AI can reason over large codebases and data sets,” he says. “If we design the engine with that capability in mind, even a solo developer can add a custom particle system or a unique gameplay mechanic without being limited to a tiny scripting layer.” This approach is intended to let creators extend the engine quickly, using AI as a productivity accelerator rather than a replacement for traditional programming.
The motivation behind Immens is rooted in the current economic climate of game development. Brussee describes the environment as “rough,” noting that production costs are soaring and the risk of failure is high. “We need new ways of working that reduce budgets, shrink team sizes, and speed up timelines,” he asserts.
The goal is to break the cycle where developers gamble everything on ever‑larger projects. De Jong, the chief product officer, points out that the engine market has become overly standardized and consolidated.
While this has provided a reliable foundation, it also stifles innovation. “The industry now faces a range of challenges, and simply iterating on existing tools isn’t sufficient,” he says. “We need genuine innovation, not more of the same.” One of the pain points De Jong highlights is the monolithic nature of current engines. Developers must adapt to rigid, proprietary file formats and workflows.
With AI, Immens aims to create a malleable engine that conforms to the developer’s needs. “Flexibility is key,” he explains. “You should be able to swap components, append new features, and build bespoke tools that match your personal workflow—down to the shortcuts, UI layout, and specific functionality your project demands.” Valient acknowledges AI’s power but also its volatility. “If you’re not careful, it can go off the rails quickly,” he warns.
Immens therefore places control firmly in the user’s hands. Every AI‑driven action is logged, repeatable, and transparent, allowing developers to understand exactly how a tool arrived at a result.
This traceability is crucial for maintaining artistic intent while leveraging AI to automate repetitive tasks, such as generating a set of characters with specific traits in minutes rather than weeks. The engine’s design philosophy rejects a one‑size‑fits‑all workflow. De Jong emphasizes that Immens does not force a particular pipeline; instead, it offers a modular architecture where teams decide how much AI to incorporate and where.
“We need the AI to understand the context correctly, but the choice of usage stays with the developer.” Interoperability is another cornerstone. By adopting open, text‑based standards, Immens ensures that files can be read and manipulated by a variety of tools—Blender, Maya, or any generative‑AI system—without the friction often caused by proprietary formats.
“When everything speaks the same language, you can plug in whatever you need, creating smarter interfaces across the entire toolchain,” Brussee notes. The broader conversation about AI in games is polarized.
Some commentators hype “click‑to‑game” engines that could produce Grand Theft Auto‑style experiences from a single prompt. Immens’s team sees AI more modestly, as an enhancer rather than a replacement. “AI will make every developer better, not eliminate the creative process,” says Valient. He stresses responsible use, likening AI to any powerful tool that can be misused if left unchecked.
Economic anxieties also swirl around AI, with many fearing a speculative bubble. Valient draws a parallel to the dot‑com era: “The internet didn’t disappear after the bubble burst; the companies that built real value survived.” Immens is focused on delivering a solid engine first, using AI to accelerate development and broaden creative horizons, regardless of market hype. Funding details remain vague.
Immens has secured initial 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 benefits from a small, focused team rather than a massive workforce. The startup 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 estimates, with development moving twice as fast as anticipated.
Regarding the business model, Brussee admires Epic’s “we succeed when you succeed” licensing approach but says it’s too early to commit to a specific strategy. Ultimately, the founders hope Immens will empower creators to take artistic risks and push the medium forward. “We love games and want to see more daring, innovative experiences,” Brussee concludes. “If our technology can help make that happen, it would be amazing."