For many years, Unity and Unreal have been the de‑facto platforms for creating video games, accounting for roughly 70 % of the titles that appeared on Steam in 2025. While open‑source alternatives like Godot have begun to attract attention, most large studios still cling to proprietary solutions—Capcom relies on its RE Engine, for example—so the market has seemed firmly in the hands of the two 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 development, featuring stints at Epic Games (the makers of Unreal), Guerrilla Games, Boss Key, and even Apple. Together they argue that the current engine landscape is ripe for disruption and that modern AI tools can finally make a meaningful difference.
In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine that simply didn’t exist a few years ago. “With AI‑assisted programming, we can start building from a clean slate again,” he said. “With the right guidance and control, you can assemble a fully‑functional system much faster than before.” Valient, Immens’s chief technology officer, clarified that the company’s use of AI is not about generating content from vague prompts, but about constructing an engine that is intrinsically extensible.
“AI can reason over massive codebases and data sets,” he noted. “If we design the architecture with that capability in mind, even a solo developer can plug in a custom particle system, a bespoke physics module, or any other feature without being limited to a tiny scripting layer.” This approach, he argues, lets developers harness AI to accelerate extensions rather than replace the creative process.
The motivation behind Immens is rooted in the harsh economic reality of today’s game market. Brussee described the environment as “rough,” pointing out that development costs keep climbing, making it harder for small teams to survive. “We need new ways of working that lower expenses, speed up production, and let creators build with fewer people and smaller budgets,” he said. The goal is to break the cycle where rising costs threaten the livelihood of studios.
De Jong, the chief product officer, observed that the engine space has become overly standardized and consolidated. While that standardization provides a solid foundation, it also stifles innovation. “The industry now faces a series of challenges, and simply repeating the old methods won’t solve them,” he argued.
“What we need is genuine innovation, not more of the same.” One of the pain points De Jong highlighted is the monolithic nature of current engines. Developers are forced to adapt to proprietary file formats and rigid pipelines.
With AI, Immens aims to flip that script, delivering a system that molds itself to the developer’s needs. “Flexibility is key,” he said.
“You should be able to swap components, add new tools, and customize the interface exactly how you work. If I need a shortcut or a specific UI layout for my team, I can build it directly into the engine.” Valient also warned that AI, while powerful, can quickly go off‑track if left unchecked. Immens therefore emphasizes transparency and control: users can see what the AI is doing, review its decision history, and ensure repeatable outcomes.
This level of oversight allows creators to generate, for example, five uniquely‑behaved characters in minutes—a task that previously might have taken weeks—then discard the temporary tools once the job is done, dramatically reducing cost. The architecture of Immens is deliberately agnostic. It does not impose a single workflow or dictate how much AI you must use.
“It’s up to you,” De Jong explained. “Our framework is built so you can decide where AI fits into your pipeline, while still guaranteeing that the AI understands the context correctly.” Interoperability is another cornerstone. By relying on open, text‑based standards, Immens can communicate with popular tools such as Blender, Maya, or any generative‑AI system without the friction that typically arises from closed‑source engines.
“If the files are readable text, any program can parse them,” Brussee said. “That opens the door to smarter interfaces across the entire toolchain.” The broader conversation about AI in game development is polarized. Some commentators on LinkedIn hype “click‑to‑game” engines that could produce Grand‑Theft‑Auto‑scale experiences from a single prompt. Immens’s team acknowledges that such a vision may someday be feasible, but they stress that AI should be viewed as a powerful assistant, not a replacement for human creativity.
“AI will make everyone better, not do the work for them,” Valient asserted, noting the technology’s disruptive reputation. Economic concerns also surface, with many questioning whether the AI boom is a bubble. Valient draws a parallel to the dot‑com era: the internet didn’t disappear when the bubble burst, only the weaker businesses did.
“We’re focused on building a solid engine; AI simply helps us iterate faster and think bigger. Whether this is a bubble is unknown, but we’re betting on lasting value.” Funding remains modest. Immens has secured its first commitments but has not disclosed exact figures, describing the amount as “reasonable.” Brussee cautioned against over‑capitalization, noting that excess cash can breed complacency.
“Startups need to stay scrappy,” he laughed. The company is still tiny—just the three founders plus a handful of helpers. This lean structure is intentional: a massive team would not necessarily translate to faster progress on such a complex product. De Jong explained the delicate balance between having enough talent to build a sophisticated engine and avoiding the temptation to throw a large workforce at the problem.
Immens is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. The team aims to release this demo within the month, having already accelerated their timeline by a factor of two compared to the original schedule.
“We started in April and expected to be done by year‑end; we’re already halfway there,” Brussee said. As for the business model, Immens admires Epic’s “we succeed when you succeed” licensing approach but admits it’s too early to make firm commitments. Ultimately, the founders hope their engine will empower creators to push artistic boundaries, take risks, and inject fresh innovation into the industry. “We love games and want to see more daring, creative work,” Brussee concluded.
“If our technology can help make that happen, that would be amazing."