For many years, Unity and Unreal have been the dominant forces in game creation, responsible for roughly 70% of the titles that appeared on Steam in 2025. While Godot has made noticeable strides recently and some large studios still rely on proprietary tools—Capcom’s RE Engine being a prime example—the market has largely been monopolised by those two giants. Enter Immens, a fledgling studio founded by three seasoned veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of the industry, featuring stints at Epic Games (the makers of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they believe there is still room for a fresh engine that addresses the shortcomings of today’s options. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new platform. “A few years ago this kind of engine didn’t exist,” he said.
“With AI‑assisted programming, we can start building from the ground up again, under tight guidance, and deliver full‑featured tools much faster.” Valient, Immens’ chief technology officer, clarifies that the AI they are integrating is not the typical “prompt‑to‑asset” hype. Instead, it is woven into the engine’s architecture to make the codebase highly extensible. “AI can reason over massive codebases and data,” he noted.
“If we design the engine with that capability in mind, even solo developers or tiny teams can plug in custom systems—like a bespoke particle effect—without being limited to a narrow scripting layer.” This approach, he argues, lets creators extend the engine rapidly while retaining full control. The motivation behind Immens is rooted in the current economic climate of game development.
Brussee describes the environment as “rough,” pointing out that production costs keep climbing, making it harder for studios to survive. “We need new ways of working that lower budgets, shrink team sizes, and accelerate timelines,” he said.
“Otherwise you risk your livelihood and your studio’s future.” De Jong, the chief product officer, observes that the engine market has become overly standardized and consolidated. While this has given developers a reliable foundation, it also stifles innovation. “The industry faces many challenges, and simply repeating the old formula isn’t enough,” he argued.
“We need fresh ideas, not just more of the same.” A key criticism of existing engines is their monolithic nature. Developers often have to conform to proprietary file formats and rigid workflows. De Jong believes AI can flip that script, delivering an engine that molds itself to the developer’s needs.
“Flexibility is essential,” he said. “You should be able to swap components, add new tools, and shape the interface exactly how you work. Imagine building a custom toolbar that matches your personal shortcuts and project requirements—this is the kind of freedom we aim to provide.” Valient acknowledges that AI, while powerful, can misbehave if left unchecked.
“We’re building Immens so the user stays in the driver’s seat,” he explained. “You can see what the engine is doing, trace its history, and ensure repeatable results.
You can also craft one‑off tools for specific tasks—like generating five characters with a particular trait in minutes instead of weeks. What used to be prohibitively expensive becomes a quick, disposable workflow.” Immens’ architecture deliberately avoids imposing a single workflow.
De Jong emphasizes that the framework is open‑ended: developers decide how much AI to incorporate and where. “The AI must understand the context correctly, but the choice of using it rests with the user.” Interoperability is another pillar of the project. By embracing open, text‑based standards, Immens can communicate seamlessly with popular tools such as Blender, Maya, or any generative‑AI pipeline.
“When files are human‑readable, any program can parse them,” Brussee said. “This opens the door for smarter interfaces across the entire toolchain, something proprietary engines have historically resisted.” The broader conversation around AI in games is polarized. Some commentators on LinkedIn hype the notion of “click‑to‑game” experiences that could produce Grand Theft Auto‑scale worlds from a single prompt.
Immens’ team sees AI more modestly—as a catalyst that makes developers better, not a replacement for human creativity. “AI will improve the craft, not replace it,” Valient asserted.
“It’s a tool, and like any tool, it can be misused, but we have a responsibility to guide its ethical application.” Economic concerns also swirl, with many questioning whether the AI boom is a bubble. Valient draws a parallel to the dot‑com era: the internet didn’t vanish, but many over‑valued startups did.
“We’re focused on building a solid engine. AI helps us iterate faster and dream bigger, but the real test will be whether the product stands on its own merits.” Funding remains modest. Immens has secured its “first commitments” but has not disclosed amounts, describing the target as “reasonable.” Brussee warns against excessive capital, noting that too much money can breed complacency.
“Startups need to stay scrappy,” he laughed. The company remains lean—just the three founders and a handful of helpers. This intentional size allows rapid decision‑making while avoiding the pitfalls of a massive, unwieldy team.
De Jong explains the balancing act: “Building an engine is complex, but you don’t need a thousand engineers. A small, focused group can make the critical choices and iterate quickly, especially given the narrow window of opportunity created by AI’s rise.” 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, already having accelerated their timeline dramatically—what they expected to take until year‑end is now half‑way done.
Regarding the business model, Brussee admires Epic’s “we succeed when you succeed” licensing approach but admits it’s too early to commit to a specific strategy. Ultimately, the founders hope Immens will empower creators to push the medium forward, encouraging risk‑taking and artistic expression.
“We love games and want to see more daring, innovative experiences,” Brussee concluded. “If our technology can help make that happen, it would be amazing."