For years, Unity and Unreal have reigned supreme in the game‑development arena, powering roughly 70 % of the titles that appeared on Steam in 2025. While open‑source options like Godot have begun to gain traction, most large studios still cling to proprietary solutions—Capcom’s RE Engine being a prime example—leaving the market largely monopolised by the two giants.
Enter Immens, a fledgling venture founded by three industry veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of gaming history, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. The trio believes the status quo is ripe for disruption and that a fresh engine, built with modern AI techniques, can offer a better alternative.
In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because "the tools that existed a couple of years ago simply don’t exist any more." He argues that AI‑assisted programming now makes it possible to start from a clean slate and assemble a fully functional engine much more quickly than before. "With the right guidance and control, you can build something that delivers complete functionality fast," he said. Valient, Immens’s chief technology officer, clarified that the company’s use of AI is not about the flashy "prompt‑to‑asset" hype that dominates headlines.
Instead, the AI is woven into the engine’s architecture to make it highly extensible. "AI can reason over massive codebases and data sets.
If we design the engine with that capability in mind, even a solo developer can add a custom particle system or a bespoke gameplay mechanic without wrestling with opaque scripting layers," he noted. The goal is to let developers harness AI to extend the engine swiftly, rather than to rely on it for one‑off content generation. The motivation behind Immens’s AI‑centric approach stems from a bleak market reality that Brussee describes as "rough." Game development costs continue to climb, making it increasingly difficult for small teams to survive.
"We need new ways of working that lower expenses and speed up production, so studios aren’t gambling their entire livelihood on a single title," he warned. De Jong, the chief product officer, pointed out that the engine landscape has become overly standardised and consolidated. While this has provided a stable foundation, it also stifles innovation. "The industry is facing a series of challenges, and simply repeating the old playbook won’t solve them.
We need genuine innovation, not just more of the same," he asserted. One of the pain points De Jong highlighted is the "monolithic approach" of existing engines.
Developers are forced to adapt to proprietary file formats and rigid pipelines. By contrast, Immens aims to be a flexible, modular platform that moulds itself around a developer’s workflow. "You should be able to swap components, append new tools, and customise the interface to match exactly what your project demands," he explained, adding that the engine should let a user create personalised shortcuts, features, and UI elements tailored to their team’s expertise. Valient also cautioned that AI, while powerful, can veer off course if left unchecked.
Immens therefore embeds transparency and control into its core. Users can trace every decision the AI makes, view its history, and ensure repeatable results. This level of oversight, he argues, is essential for maintaining artistic intent while leveraging automation.
"Imagine needing five characters with a specific trait. Previously you’d spend weeks planning and coding. With the right AI‑driven tool, you could sketch the idea over coffee, generate the assets, and iterate in minutes," he illustrated. Flexibility is a cornerstone of Immens’s design philosophy.
De Jong emphasised that the engine does not dictate a single workflow; instead, it offers a scaffold that developers can shape. "You decide how much AI to incorporate and where. The architecture is built to accommodate any level of automation while still giving you full control," he said. Interoperability is another focus area.
By adopting open, text‑based standards, Immens ensures that files can be read and edited by a variety of tools—Blender, Maya, or any generative system—without the friction typical of closed‑source engines. "When everything speaks a common language, the AI can read those files and act on them, creating truly seamless pipelines," Brussee added. The conversation around AI in game development is often polarised.
Some commentators on platforms like LinkedIn predict a future where a single prompt can spawn a Grand Theft Auto‑scale experience. Immens acknowledges that "click‑to‑game" concepts might eventually emerge, but for now the team views AI strictly as a productivity tool. "AI will make everyone better, not replace the creative process," Valient affirmed, noting that any technology can be misused, but responsibility lies with its users.
Economic concerns also surface, with many questioning whether the AI boom is a bubble. Valient draws a parallel to the dot‑com era, suggesting that while some companies will fade, solid products built on genuine value will endure. "We’re focused on building a great engine; AI simply accelerates our vision and lets us dream bigger," he said. Funding remains modest.
Immens has secured its "first commitments" but has not disclosed amounts, describing the capital sought as "reasonable." Brussee warned against over‑funding, noting that excess money can breed complacency. The company deliberately remains lean—just the three founders plus a handful of helpers—to stay agile and make thoughtful decisions.
Balancing team size with ambition is a delicate act. De Jong explained that a massive workforce does not guarantee success; a focused, small group can iterate faster and make clearer architectural choices. Yet the team also recognises a limited window of opportunity as AI reshapes the industry, and they aim to hit that sweet spot without over‑extending resources.
Immens is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. The prototype is slated for release later this month, and the team is already delivering milestones at double the speed they initially projected. "We aimed for an end‑of‑year launch when we started in April, and now we’re on track for a summer demo," Brussee reported. The eventual business model is still under discussion.
While Immens admires Epic’s revenue‑share philosophy—"we succeed when you succeed"—they consider it premature to lock in any specific arrangement. Ultimately, the founders hope their engine will empower creators to push the medium forward. "We love games and want to see more daring, artistic expression. If our technology can lower barriers and encourage risk‑taking, that would be amazing," Brussee concluded.