For years, the game‑development landscape has been dominated by two heavyweight engines—Unity and Unreal. In 2025, roughly 70 % of all titles released on Steam were built with one of these platforms. While open‑source alternatives such as Godot have enjoyed a surge in popularity, the majority of larger studios still lean on proprietary solutions, from Capcom’s in‑house RE Engine to other closed‑source tools.
The market, therefore, appears to be firmly in the hands of the established giants. Enter Immens, a fledgling startup founded by three industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of game‑tech history, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they argue that despite the apparent monopoly, there is still space for a fresh engine that addresses the pain points that have begun to frustrate developers of all sizes. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because “the tools that existed a couple of years ago simply don’t meet today’s needs.” He believes that AI‑augmented programming can revive the notion of building a game engine from the ground up, while still offering the rapid, production‑ready functionality that studios demand.
“With AI‑supported coding you can start from scratch again, but under tight guidance you can achieve full‑featured results quickly,” he said. Valient, Immens’ chief technology officer, clarified that their use of AI is not about generating assets via prompts, a misconception that has spread across the industry. Instead, the AI is woven into the engine’s architecture to make it highly extensible.
"The AI can reason about large codebases and data sets, so if we design the engine with that capability in mind, even solo developers or small teams can plug in custom systems—like a bespoke particle system—without wrestling with opaque scripting layers," he explained. This approach aims to let creators extend the engine at a much faster pace, leveraging AI as a productivity catalyst rather than a magical shortcut.
The motivation behind Immens is also economic. Brussee described the current market as “rough,” noting that development costs keep climbing, making it increasingly difficult for studios to break even.
He asked, “Can we discover new, more efficient ways of working that reduce cost, shrink team size, and accelerate timelines, so studios aren’t gambling their livelihoods on a single title?” The answer, according to the founders, lies in rethinking the development workflow through AI‑driven tools. De Jong, the chief product officer, pointed out that the engine space has become overly standardized and consolidated.
While this has given developers a solid foundation, it has also stifled innovation. “We’re at a crossroads where the industry faces many challenges, and simply repeating the old methods won’t cut it. We need genuine innovation, not more of the same,” he asserted.
He criticized the monolithic nature of existing engines, where developers must conform to proprietary file formats and rigid pipelines. With AI, Immens intends to flip the script, offering an engine that adapts to the developer’s needs rather than the other way around. Flexibility is a core design principle. De Jong envisions a system where users can swap components, append new functionality, and craft tailor‑made tools that match their personal workflow.
“Imagine being able to build an interface with the exact shortcuts, features, and layout that your team requires, and have the engine cooperate seamlessly,” he said. Valient also warned that AI, while powerful, can behave unpredictably if left unchecked.
To mitigate this, Immens is built to keep the user in full control, with transparent histories of every AI‑driven action. This traceability ensures that developers know exactly what the engine is doing, making processes repeatable and reliable.
He illustrated the impact with a simple example: creating five characters with specific traits used to take weeks of manual work; now, with AI assistance, a designer could sketch the concept over coffee, generate the assets, and have a reusable tool ready in minutes. The engine deliberately avoids imposing a single workflow.
De Jong emphasized that teams can decide how much AI to incorporate and where, as long as the underlying architecture remains robust and understandable. Immens also embraces open standards, allowing seamless interoperability with common tools such as Blender, Maya, and other generative pipelines.
Brussee highlighted that text‑based file formats enable any AI to read and manipulate data, fostering a more collaborative ecosystem where engines are not isolated islands. Despite the excitement, there is a backlash against AI in game development, fueled by sensational claims that a simple prompt could spawn a Grand‑Theft‑Auto‑level experience. Immens’ team tempers these expectations, positioning AI as a powerful assistant rather than a “click‑to‑game” wizard. Valient believes AI will elevate the craft, making developers better, not replace them.
De Jong added that, like any tool, AI must be used responsibly; the industry bears the duty to guide its adoption ethically. Economic concerns also surface, with many questioning whether AI‑focused startups are riding a bubble.
Valient compared the situation to the dot‑com era: the hype may fade, but the underlying technology endures. He argued that Immens is focused on building a solid engine first, using AI to accelerate development and inspire bigger dreams.
Whether the market is inflated remains uncertain, but the team is confident that a well‑crafted product will survive regardless of hype cycles. Funding is still in early stages.
Immens has secured “first commitments” but has not disclosed amounts, describing the target as “reasonable.” Brussee cautioned against over‑funding, noting that excess capital can breed complacency, whereas a lean budget encourages scrappiness and focus. The company remains tiny—just the three founders plus a handful of helpers—by design. De Jong explained the trade‑off: a massive team does not guarantee success in building a complex engine; a small, dedicated group can make thoughtful decisions and iterate quickly. They aim to hit a narrow window of opportunity created by the convergence of AI advances and industry turbulence.
Currently, Immens is developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. The goal is to release this demo within the month, a timeline that has already outpaced their original expectations.
Brussee noted that they initially projected a year‑long development, yet they are now moving at double that speed. Finally, the founders are still shaping their business model. While they admire Epic Games’ “we succeed when you succeed” revenue sharing approach, they admit it’s too early to commit to a specific strategy.
Their ultimate hope is that Immens will enable creators to push the artistic and technical boundaries of games, fostering more risk‑taking, creativity, and innovation across the medium.