For many years, Unity and Unreal have been the go‑to tools for game creators, accounting for roughly 70 % of all titles released on Steam in 2025. While the open‑source Godot engine has gained traction recently, most large studios still rely on proprietary solutions such as Capcom’s RE Engine, leaving Unity and Unreal with a near‑monopoly on the market. Three industry veterans – Arjan Brussee, Sjoerd De Jong, and Michal Valient – believe there is still room for a fresh alternative. Their résumé reads like a who’s‑who of the gaming world, with stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and Apple.
Together they founded Immens, a startup that aims to challenge the entrenched engine giants with a new, AI‑enhanced platform. In an interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because "the possibilities that didn’t exist a few years ago are now within reach." He argues that AI‑assisted programming lets developers start from a clean slate and assemble functional systems much more quickly than before.
Valient, Immens’ chief technology officer, stresses that their use of AI is not about generating assets from prompts, but about constructing an engine that is intrinsically extensible. "AI can reason over large codebases and data sets," he says.
"If we design the architecture with that capability in mind, even a solo developer can add a custom particle system or a bespoke gameplay mechanic without being limited to simple scripting. The AI helps you extend the engine faster, not replace the developer’s creativity." The motivation behind Immens is also economic. Brussee describes the current climate as "rough" for developers, noting that production costs keep climbing and studios are under pressure to deliver bigger experiences with fewer resources.
"We need new ways of working that cut costs and shorten timelines," he says. "If smaller teams can build high‑quality games without risking everything, the whole industry benefits." De Jong, the chief product officer, observes that the engine landscape has become overly standardized and consolidated. While that standardisation provides a solid base, it also stifles innovation. "The industry faces a series of challenges, and simply repeating the old formula won’t solve them," he explains.
"We need a different approach—more flexibility, more adaptability." One of the pain points with existing engines is their monolithic nature. Developers must conform to proprietary file formats and workflows, which can be restrictive. De Jong envisions an AI‑powered engine that molds itself to the user’s needs: interchangeable modules, appendable features, and the ability to craft personal tools with custom shortcuts, interfaces, and workflows tailored to each project.
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, Immens is built to keep the developer in the driver’s seat. "You always see what the engine is doing, you have a full history, and you can reproduce results reliably," he says.
This transparency allows creators to generate, for example, five characters with specific traits in minutes rather than weeks, then discard the temporary tool after use—something that previously would have been prohibitively expensive. Flexibility is baked into Immens’ core.
The engine does not impose a single workflow; instead, it offers a framework that lets users decide how much AI to incorporate and where. De Jong stresses that the architecture must be open enough for developers to choose their own processes while ensuring the AI interprets instructions correctly.
Interoperability is another priority. By adopting open, text‑based standards, Immens can communicate seamlessly with popular tools such as Blender, Maya, or any generative‑AI pipeline. "When files are human‑readable, any program can parse them," Brussee notes. "The AI can read, modify, and generate those files, making the whole ecosystem more cohesive.
This is something many closed‑source engines have struggled to achieve." The broader conversation about AI in game development is heated. Some commentators on LinkedIn predict a future where a single prompt can spawn a Grand Theft Auto‑scale experience. Immens’ founders see that vision as a distant possibility, but they view AI primarily as a productivity tool. Valient says, "Big games will still be made by talented teams; AI simply makes everyone better." Economic concerns also swirl around the AI hype, with many fearing a bubble of over‑valued startups.
Valient draws a parallel to the dot‑com era: the internet didn’t disappear, even though many early companies failed. "We’re focused on building a solid engine; AI just accelerates our development and lets us dream bigger. Whether it’s a bubble is unknown, but history shows the underlying technology tends to endure." Immens has not disclosed specific funding amounts yet, only that it has secured its "first commitments" and is seeking a "reasonable" sum. Brussee warns against excess capital, noting that too much money can breed complacency.
The company remains lean—just the three founders and a handful of helpers—by design. De Jong explains that creating an engine is a complex, iterative process that cannot be rushed by hiring hundreds of engineers; a focused, small team can make more deliberate decisions. The team is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month. Brussee admits that their original timeline—targeting the end of the year—has already been halved, illustrating how AI can accelerate development cycles.
Regarding the business model, Brussee says Immens admires Epic Games’ "we succeed when you succeed" licensing approach but is still too early to commit to a specific strategy. Ultimately, the founders hope their engine will empower creators to push artistic boundaries, take risks, and deliver innovative experiences. "We love games and want to see more daring, creative work," Brussee concludes. "If Immens can help bring that vision to life, it would be amazing."