For many years, Unity and Unreal have been the dominant forces in game creation, accounting for roughly 70% of the titles released on Steam in 2025. While open‑source alternatives like Godot have made notable strides, most large studios still lean on proprietary solutions—Capcom’s RE Engine being a prime example—leaving the market largely under the control of the two giants. Enter Immens, a startup founded by three seasoned veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of the industry, featuring stints at Epic Games (the makers of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they see a clear opening for a fresh engine that not only competes with the status quo but also addresses its shortcomings. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new platform because “the tools that existed a couple of years ago simply aren’t sufficient any more.” He believes AI‑assisted programming can restore the ability to build systems from the ground up, offering developers “full functionality quickly while still retaining a high degree of guidance and control.” Valient, Immens’ chief technology officer, stresses that their use of AI differs from the hype‑driven “prompt‑to‑content” narrative that dominates headlines. “Our AI isn’t about conjuring assets out of thin air,” he says.
“It’s about constructing an engine architecture that is inherently extensible. Because AI can reason over large codebases, we can design the core in a way that lets small teams or even solo creators add custom features—like a bespoke particle system—without being confined to a limited scripting layer.” This approach aims to let developers extend the engine rapidly, leveraging AI as a productivity catalyst rather than a magical shortcut. The motivation behind Immens is rooted in the current economic realities of game development. Brussee describes the environment as “rough,” noting that production budgets are inflating while the odds of commercial success are shrinking.
“We need new ways of working that lower costs, speed up timelines, and let smaller teams deliver high‑quality experiences without risking their studios,” he asserts. The founders see AI as a lever to break the cycle of ever‑rising expenses.
De Jong, the chief product officer, points out that the engine landscape has become overly standardized and consolidated. While this has provided a stable foundation, it also stifles innovation. “The industry faces a host of challenges, and simply iterating on existing tools isn’t enough. We need genuine innovation, not more standardisation,” he argues.
He criticises the “monolithic approach” of current engines, where developers must adapt to proprietary file formats and rigid pipelines. With AI, Immens intends to deliver a system that molds itself to the developer’s workflow. Flexibility is a core design pillar. De Jong envisions a scenario where a developer can swap components, append new modules, or craft bespoke tools that match their personal workflow—down to the exact shortcuts, UI layout, and feature set they require.
This level of customization, he believes, will empower creators to work more efficiently and creatively. Valient acknowledges AI’s power but also its volatility. “If you don’t keep an eye on it, the system can go off the rails quickly,” he warns.
To mitigate this, Immens is built to keep the user in the driver’s seat: every AI‑generated action is logged, repeatable, and fully transparent. This traceability allows developers to understand exactly how a tool arrived at a solution, whether it’s generating five characters with specific traits or automating a repetitive asset‑creation task. What once took weeks could now be prototyped over a coffee break, then discarded after a handful of uses, dramatically reducing cost. The architecture deliberately avoids imposing a single workflow.
De Jong stresses that teams can decide how much AI to incorporate and where to apply it, provided the underlying system can interpret the AI’s output correctly. Open standards also play a crucial role.
By using text‑based file formats, Immens ensures that any tool—Blender, Maya, or a custom generative pipeline—can read and write data without friction. “When everything speaks the same language, integration becomes trivial,” Brussee notes, highlighting the growing ecosystem of open standards that many companies are adopting.
There is a vocal backlash against AI in game development, often fueled by sensational claims that a simple prompt could spawn a Grand Theft Auto‑scale experience. Immens’ team concedes that “click‑to‑game” engines might one day exist, but they view AI primarily as an enhancer of human creativity. Valient says, “Big games will still be made by people, but AI will make everyone better.” He stresses responsible usage, likening AI to any other tool that can be misused if left unchecked. Economic anxieties also surface, with critics labeling the AI boom a bubble.
Valient draws a parallel to the dot‑com era, noting that while many startups will fail, the underlying technology—here, AI—will endure and evolve. “We’re focused on building a solid engine; AI simply accelerates our ability to dream bigger and iterate faster,” he asserts. Funding remains modest. Immens has secured its “first commitments,” though the exact amount is undisclosed and described as “reasonable.” Brussee cautions against excessive capital, warning that too much money can breed complacency.
The company remains a lean operation—just the three founders plus a handful of helpers—by design. De Jong explains that building an engine is a complex, nuanced task that benefits from a small, focused team making deliberate decisions, rather than a massive staff that could dilute vision. Immens is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month.
The team’s timeline has already outpaced their original estimate; what was projected to take until year‑end is now progressing at double speed. While the business model is still under discussion, Brussee appreciates Epic’s “we succeed when you succeed” licensing philosophy but admits it’s too early for firm commitments. Ultimately, the founders hope their engine will empower creators to push the medium forward. “We love games as an art form and want to see more risk‑taking and creativity,” says Brussee.
“If our technology can help bring more innovative experiences to life, that would be amazing.”