Unity and Unreal have long held sway over the game‑development landscape, accounting for roughly 70 % of Steam releases in 2025. While Godot has made notable strides recently and some studios cling to proprietary solutions—Capcom’s RE Engine being a prime example—the duopoly of Unity and Unreal still dominates the market.
Enter Immens, a 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, with experience at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
The trio believes there is still room for a fresh engine that addresses the shortcomings of today’s offerings. In an interview with GamesIndustry.biz, Brussee argues that the timing is ripe for a new platform, noting that "a couple of years ago the kind of engine we envision didn’t exist." He points to AI‑assisted programming as a catalyst that lets developers start from a clean slate while still retaining strong guidance and control.
"You can build something with full functionality quickly when AI helps you stitch the pieces together," he says. Valient, Immens’s chief technology officer, clarifies that their use of AI differs from the hype‑driven "prompt‑to‑asset" narrative. Instead, the AI is woven into the engine’s architecture to make it highly extensible.
"AI can reason over large codebases and data sets. If we design the engine with that in mind, even a solo developer can add a custom particle system or a bespoke gameplay mechanic without being limited to a tiny scripting layer," he explains. The goal is to let creators extend the engine swiftly, using AI as a productivity enhancer rather than a magical shortcut. The motivation behind this ambitious project stems from the current state of the games market, which Brussee describes as "rough." Development costs keep climbing, making it harder for small teams to survive.
"We need new ways of working that cut costs, shrink team sizes, and accelerate timelines," he says. The team hopes their engine will break the cycle of ever‑increasing budgets that threaten studios’ livelihoods.
De Jong, Immens’s chief product officer, observes that the engine space has become standardized and consolidated, providing a solid foundation but stifling innovation. "The industry now faces several challenges, and simply iterating on the old model isn’t enough. We need genuine innovation, not more standardisation," he asserts.
He criticises the "monolithic approach" of current engines, where developers must conform to proprietary file formats and rigid workflows. With AI, Immens aims to deliver an engine that adapts to the user’s needs, allowing interchangeable components, custom tools, and personalized interfaces.
Flexibility is a core tenet of Immens. De Jong explains that developers should be able to mix and match features, create their own shortcuts, and tailor the UI to the specific demands of their project. "If I need a tool that matches my background and my team's workflow, I can build it exactly how I want," he says. Valient also warns that AI, while powerful, can "go off the rails" if left unchecked.
Immens therefore emphasizes transparency and control: users can see what the engine is doing, review its decision history, and ensure repeatable outcomes. This level of oversight enables rapid prototyping—imagine dreaming up five characters with unique traits over a coffee break, then discarding the temporary tool after use, a process that would have previously taken weeks. The engine’s architecture deliberately avoids imposing a single workflow. "It’s up to you how much AI you employ and where you place it in your pipeline," says De Jong.
The team also prioritises open standards, making file formats text‑based and easily readable by other tools. "If everything speaks a common language, you can plug in Blender, Maya, or any generative system without friction," Brussee notes. This openness counters the tendency of many engines to act as closed ecosystems that hinder interoperability.
There is a vocal backlash against AI in game development, with some commentators sensationalising the idea that a single prompt could spawn a Grand‑Theft‑Auto‑scale experience. Immens acknowledges that "click‑to‑game" engines might someday exist, but they view AI strictly as a tool that amplifies human creativity, not a replacement for it. Valient says, "AI is making everyone better; the negative perception stems from its disruptive scale." Economic concerns also swirl around AI, with fears of a bubble and inflated valuations. Valient draws a parallel to the dot‑com era: the internet didn’t disappear, only the over‑hyped companies did.
"We’re focused on building a solid engine. AI helps us iterate faster and dream bigger, but whether the market is a bubble is unknown," he admits. Funding remains modest.
Immens has secured its "first commitments" but has not disclosed amounts, describing them as "reasonable." Brussee cautions against over‑funding, noting that excess capital can breed complacency. The company remains lean—just the three founders plus a handful of helpers—by design. De Jong explains the trade‑off: a massive team doesn’t guarantee success; a focused, small group can make thoughtful decisions while still seizing the narrow window of opportunity presented by AI’s rise. Immens is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release this month.
The timeline has already outpaced their original estimate of a year‑long development, with progress moving twice as fast as anticipated. The business model is still under discussion. While Brussee admires Epic’s "we succeed when you succeed" philosophy, he says it’s too early to commit to a specific revenue structure. Ultimately, the founders hope their engine will empower creators to push the medium forward, fostering more risk‑taking, artistic expression, and innovation.
"We love games and want to see more creativity. If our technology helps bring that to life, that would be amazing," Brussee concludes.