For many years, Unity and Unreal have been the de‑facto platforms for creating video games, accounting for roughly 70% of all Steam releases projected for 2025. While open‑source alternatives such as Godot have enjoyed notable growth, the market remains dominated by these two powerhouses, with a few large studios still relying on proprietary tools like Capcom’s RE Engine. In this landscape, three seasoned developers—Arjan Brussee, Sjoerd De Jong, and Michal Valient—have launched Immersive (Immens), a new engine that they believe can carve out a meaningful niche and push the industry forward.
The founders bring a résumé that reads like a who’s‑who of game‑making pedigree: experience at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. Their collective background fuels confidence that a fresh engine can succeed where the incumbents have grown complacent. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right: “There’s an opportunity now to build a new engine that didn’t exist a couple of years ago.” He points to AI‑augmented programming as the catalyst that makes it possible to start from scratch while still delivering full‑featured tools quickly. Valient, Immens’ chief technology officer, clarifies that the AI component is not about generating assets with a single prompt, but about constructing an engine that is inherently 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 or a tiny team can plug in custom systems—like a bespoke particle engine—without being confined to a narrow scripting layer.” This philosophy underpins Immens’ promise to let creators harness AI to accelerate extensions and iterations. A major driver behind the project is the current economic pressure on game developers. Brussee describes the market as “rough,” noting that production budgets continue to balloon, making it increasingly difficult for small studios to survive.
“We need new ways of working that lower costs and enable faster delivery with fewer people,” he argues. De Jong, the chief product officer, adds that the engine market has become overly standardized and consolidated, providing a solid foundation but stifling innovation.
“The industry now faces a range of challenges, and simply repeating old methods isn’t enough. We need true innovation, not just more of the same,” he asserts. One of the pain points with existing engines is their monolithic nature.
Developers must adapt to proprietary file formats and rigid pipelines, which can hinder creativity. Immens aims to flip this script by offering a highly modular system that can be reshaped to fit individual workflows.
De Jong illustrates this with a personal example: “I can build tools that match my exact shortcuts, UI layout, and feature set, tailored for my team’s specific project.” This level of customisation, powered by AI assistance, is intended to make the engine feel like a collaborative partner rather than a restrictive framework. Valient acknowledges that AI is a double‑edged sword. While it is “really powerful,” it can also veer off course if left unchecked.
Immens therefore emphasizes transparency and control: users can see the engine’s decision history, ensuring repeatable results and the ability to craft bespoke tools for niche tasks. He gives the example of generating five characters with a particular trait—something that previously might have taken weeks can now be prototyped over a coffee break, used a handful of times, and discarded without incurring massive expense.
Flexibility is baked into the core architecture. De Jong stresses that Immens does not impose a single workflow; developers decide how much AI to involve and where to apply it.
The engine also embraces open standards, allowing seamless interoperability with popular tools such as Blender, Maya, and other generative pipelines. Brussee notes that when files are text‑based, any system can read and manipulate them, enabling AI to process assets directly and fostering a more connected ecosystem.
The broader conversation around AI in game development is polarized. Some critics warn of a future where entire AAA experiences could be conjured with a single prompt, a scenario often dramatized on LinkedIn. Immens’ team tempers these fears by positioning AI as a tool, not a replacement. Valient believes that AI will ultimately make creators better, even if the term currently carries negative connotations due to its disruptive scale.
De Jong adds that responsible use is a collective duty: “Any tool humanity creates can be misused; it’s up to us to guide it constructively.” Economic anxieties also surface, with many questioning whether AI‑related startups are riding a bubble. Valient draws a parallel to the dot‑com era, noting that while many companies vanished, the underlying technology— the internet— persisted and flourished.
He argues that Immens is focused on delivering a solid product; AI simply accelerates development and expands creative horizons. Whether the market is in a bubble remains uncertain, but the team is committed to building a robust engine regardless of external hype. Funding remains modest. Immens has secured its first round of commitments but has not disclosed exact figures, describing the amount as “reasonable.” Brussee cautions against over‑capitalisation, suggesting that excessive cash can breed complacency, whereas a lean budget encourages scrappiness and focus.
The company currently consists of the three founders plus a handful of helpers, deliberately keeping the team small to maintain agility. Balancing resources and timelines is a delicate act. De Jong explains that building an engine is a complex endeavour that cannot be rushed by simply adding manpower. Yet there is a narrow window of opportunity as AI reshapes the industry.
The team aims to hit that sweet spot with sufficient funding and talent without over‑extending. Immens is now targeting a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release later this month.
The development timeline has already outpaced initial expectations—what was projected to take until year‑end is now on track for completion in half that time. Brussee admits that predicting exact dates remains challenging given the rapid pace of progress.
The eventual business model is still under discussion. While Immens admires Epic Games’ “we succeed when you succeed” licensing philosophy, they consider it premature to make definitive statements. Ultimately, the founders hope their engine will empower creators to take more artistic risks and push the medium forward. As Brussee puts it, “We love games, we love complex artistic expression, and we want to see more creativity and risk‑taking.
If our technology can help make that happen, that would be amazing.”