For many years, Unity and Unreal have been the go‑to tools for game creators, accounting for roughly 70 % of the titles released on Steam in 2025. While open‑source options like Godot have begun to gain traction and some studios continue to rely on proprietary solutions—Capcom’s RE Engine being a notable example—the market has largely been dominated by these two giants.
Enter Immersive, a startup founded by three seasoned veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still room for a fresh approach. Their résumés read like a who’s‑who of the industry, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. Together they aim to challenge the status quo with an AI‑enhanced engine that promises greater flexibility, lower costs, and faster iteration for smaller teams. 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.
With AI‑supported programming, you can start building from scratch again, under guided control, and achieve full functionality quickly.” Valient, Immersive’s chief technology officer, clarified that the AI component is not about generating assets with a single prompt. “Our AI is designed to make the engine itself extensible,” he said. “Because AI can reason over large codebases, we can structure the engine so that even solo developers or tiny studios can add custom systems—like a bespoke particle system—without being confined to a limited scripting layer.” This vision centers on using AI as a productivity accelerator, enabling rapid extension and customization rather than replacing the developer’s creative input.
The motivation behind the project stems from what Brussee describes as a “rough” market environment. Game development costs continue to climb, making it increasingly difficult for independent creators to break even. “We need new ways of working, more efficient processes that reduce budgets and timelines, so studios aren’t risking everything on a single title,” he warned.
De Jong, the chief product officer, echoed this sentiment, noting that the engine landscape has become overly standardized and consolidated. While this has provided a solid foundation, it also stifles innovation.
“The industry faces many challenges, and simply repeating the old methods isn’t enough. We need true innovation, not just another standardized tool,” he asserted.
One of the criticisms De Jong has of existing engines is their monolithic nature. Developers must adapt to proprietary file formats and rigid workflows. By contrast, Immersive’s AI‑driven approach aims to produce an engine that molds itself to the developer’s needs.
“Flexibility is key,” he explained. “You should be able to swap components, append new features, and build tools that match your exact workflow—down to the shortcuts, interface layout, and specific functionality your project demands.” Valient acknowledges that AI, while powerful, can misbehave if left unchecked.
“We’re building Immersive so users stay in control. You can see exactly what the engine is doing, trace its history, and ensure repeatable results,” he said.
This transparency allows creators to generate bespoke tools for specific tasks—such as quickly producing five characters with particular traits—without the weeks‑long planning traditionally required. “What used to be an expensive, time‑consuming process can now be prototyped over a coffee break,” Valient added. The platform’s architecture deliberately avoids imposing a single workflow.
De Jong emphasized that developers decide how much AI to integrate and where to apply it. “Our framework is open‑ended; you choose the level of AI assistance that fits your pipeline, but we also make sure the AI interprets your intentions correctly.” Interoperability is another cornerstone of Immersive’s design. By adopting open standards and text‑based file formats, the engine can seamlessly communicate with popular tools such as Blender, Maya, or other generative systems.
“When files are readable as plain text, any software can parse them,” Brussee noted. “This openness lets us plug in a wide range of third‑party tools without the usual friction caused by proprietary engines.” The broader conversation around AI in game development is polarized. Some commentators predict a future where entire AAA experiences could be generated from a single prompt, prompting fears of “click‑to‑game” solutions that could undermine craftsmanship. Immersive’s team, however, views AI as a collaborative instrument rather than a replacement.
“AI will make everyone better, not eliminate the creative process,” Valient asserted. “It’s a tool, and like any tool, it can be misused, but it also has the potential to elevate the medium.” Economic concerns also loom large. Critics warn that AI‑centric startups may be riding a speculative bubble.
Valient counters that while hype cycles come and go, the underlying technology is here to stay. “The internet survived the dot‑com bust; AI will survive the hype. Companies that deliver real value will endure, and we’re focused on building a genuinely useful engine.” Funding remains modest. Immersive has secured its first round of commitments but has not disclosed exact figures, describing the amount as “reasonable.” Brussee cautioned against over‑capitalization, noting that excess money can breed complacency.
“Startups need to stay scrappy; too much cash can make you lazy.” The team itself remains lean—just the three founders and a handful of helpers. This intentional small size reflects their belief that building a complex engine does not require a massive workforce. “You need a focused group to make thoughtful decisions and iterate quickly,” De Jong explained.
“At the same time, you must seize the current window of opportunity created by AI advancements, without over‑staffing.” Immersive is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow. They aim to release this demo within the month, already having accelerated their timeline by a factor of two compared to the original schedule.
“We planned to finish by year‑end, but we’re ahead of schedule,” Brussee reported. Regarding the business model, Brussee hinted that Immersive may adopt a revenue‑share approach similar to Epic’s model, where the engine succeeds when its users succeed.
However, he emphasized that it’s still early to make definitive statements. Ultimately, the founders hope their engine will empower creators to push the boundaries of interactive art. “We love games and want to see more daring, creative projects,” Brussee concluded. “If our technology can help bring more risk‑taking and innovation to the industry, that would be amazing.”