For years, Unity and Unreal have been the dominant forces behind game development, accounting for roughly 70% of the titles launched on Steam in 2025. While Godot has made notable strides recently and some major studios cling to proprietary solutions—Capcom’s RE Engine being a prime example—the market has largely been monopolized by the two giants. Against this backdrop, three seasoned industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—have launched a new venture called Immens, convinced that there is still space for a fresh engine that addresses the shortcomings of the status quo. The founders’ 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.
In a recent interview with GamesIndustry.biz, Brussee argued that the timing is right for a new platform, noting that "a few years ago the idea of building an engine like this didn’t exist." He believes that AI‑enhanced programming now makes it feasible to start from scratch while still delivering full‑featured tools quickly and under tight supervision. Valient, Immens’ chief technology officer, stresses that their use of AI differs from the hype‑driven "prompt‑to‑asset" narrative that dominates many discussions today.
Instead, the AI is woven into the engine’s architecture to make the codebase highly extensible. "If we design the engine with AI in mind, even a solo developer can add a custom particle system or a bespoke gameplay mechanic without being confined to a limited scripting layer," he explains.
The goal is to let creators harness AI to accelerate extensions, not to rely on it to conjure entire games with a single command. A key driver behind Immens is the increasingly hostile economic environment for developers. Brussee describes the current market as "rough," pointing out that production budgets are soaring and the risk of failure is higher than ever. "We need new ways of working that lower costs, shrink team sizes, and shorten timelines," he says.
The trio envisions an engine that lets small studios iterate faster, thereby reducing the financial gamble that can threaten a studio’s survival. De Jong, the chief product officer, observes that the engine landscape has become overly standardized and consolidated. While this has provided a reliable foundation, it also stifles innovation. "Continuing to do things the way they’ve always been done isn’t enough," he argues.
He criticizes existing engines for their monolithic nature, where developers must conform to proprietary file formats and rigid workflows. With AI, Immens aims to flip that script, offering an engine that molds itself to the developer’s needs.
Flexibility is a recurring theme in the founders’ vision. De Jong explains that users should be able to swap components, append new features, and craft tailor‑made tools that match their personal workflows. "Imagine being able to design an interface with exactly the shortcuts, panels, and shortcuts that your team requires," he says.
This level of customization, powered by AI‑assisted code generation, is intended to make the engine feel like an extension of the developer rather than a constraint. Valient does acknowledge the pitfalls of AI, noting that the technology can "go off the rails" if left unchecked. To mitigate this, Immens is built with transparency at its core: developers will always see what the AI is doing, retain a full history of changes, and be able to reproduce results reliably.
This control enables rapid prototyping—such as generating five unique characters over a coffee break—while still allowing the output to be discarded or refined as needed. The architecture of Immens deliberately avoids imposing a single workflow. De Jong stresses that teams can decide how much AI to integrate and where to apply it, provided the AI understands the context correctly.
Open standards also play a crucial role; by using text‑based file formats, the engine can seamlessly interact with tools like Blender, Maya, or other generative pipelines. "When everything speaks the same language, integration becomes trivial," Brussee notes, highlighting how many companies are now embedding open standards into their pipelines. The broader industry reaction to AI in game development is mixed, with some commentators warning of a dystopian "click‑to‑game" future.
Immens’ leadership acknowledges these concerns but frames AI as a tool rather than a replacement for human creativity. Valient believes AI will elevate the entire ecosystem, making both blockbuster and indie projects more achievable. De Jong adds that, like any powerful technology, AI must be used responsibly; it is neither inherently good nor evil, but its impact depends on the intentions of its users.
Economic anxieties also surface, especially regarding the perceived AI bubble. Valient draws a parallel to the dot‑com era, suggesting that while many AI startups will falter, those that deliver genuine value will endure.
Immens is focused on building a solid engine first, using AI to accelerate development and inspire bigger ambitions. Funding remains modest. The company has secured its "first commitments" but has not disclosed amounts, describing the target as "reasonable." Brussee warns against over‑capitalization, noting that excess cash can breed complacency.
The team remains lean—just the three founders plus a handful of helpers—by design, allowing them to stay agile and make deliberate decisions without the pressure of managing a massive workforce. Immens is currently racing toward a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month. The timeline has already outpaced their original estimate; what was projected to take until year‑end is now on track for a much sooner launch. While the eventual business model is still under discussion, Brussee hints that Immens appreciates Epic’s "we succeed when you succeed" philosophy but remains cautious about committing to any specific revenue structure.
Ultimately, the founders hope their engine will rekindle creativity and risk‑taking in the industry. "We love games and want to see more daring, artistic expressions," says Brussee.
"If Immens can empower developers to push boundaries and innovate, that would be amazing."