For more than a decade, Unity and Unreal have been the de‑facto platforms for creating video games, together accounting for roughly 70% of all titles released on Steam in 2025. While open‑source alternatives such as Godot have begun to attract attention, the market remains heavily dominated by proprietary solutions—Capcom’s RE Engine being a notable example. In this landscape, three seasoned developers—Arjan Brussee, Sjoerd De Jong, and Michal Valient—believe there is still space for a fresh engine that addresses the shortcomings of the status quo.
The three founders are no strangers to the upper echelons of game technology. Their résumés span work at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. Together they have launched Immens, a startup that aims to build a next‑generation engine powered by artificial intelligence.
In an 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 added that AI‑assisted programming could finally let developers start from a clean slate, offering “full functionality fast” under guided control. Valient, Immens’s chief technology officer, stresses that the AI they employ is not the hype‑driven “prompt‑to‑content” variety that many people associate with generative models.
Instead, the AI is woven into the engine’s architecture to make it highly extensible. “AI can reason over large code bases and data sets,” he says.
“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 confined to a limited scripting layer.” In practice, this means the engine becomes a platform that developers can augment quickly, using AI as a productivity accelerator rather than a magic wand. The motivation behind Immens’s AI‑centric approach stems from the current economic pressures in game development.
Brussee describes the market as “rough,” noting that production costs are spiraling upward and making it increasingly difficult for small teams to survive. “We need new ways of working, more efficient pipelines, and tools that let us create high‑quality experiences with fewer people and tighter budgets,” he says.
The goal is to break the cycle where studios risk their entire livelihood on a single, costly project. De Jong, the chief product officer, points out that the engine space has become overly standardized and consolidated. While this has provided a stable foundation, it also stifles innovation.
“The industry is facing a number of challenges, and simply repeating what we’ve done before isn’t enough,” he argues. He criticizes the monolithic nature of current engines, which force developers to adapt to proprietary file formats and rigid workflows.
With AI, Immens aims to deliver an engine that flexibly adapts to the user’s needs, allowing developers to swap, append, or modify components and even build custom tools that match their personal workflows. Valient acknowledges the power—and the pitfalls—of AI. He warns that without careful oversight, AI can “go off the rails quickly.” To mitigate this, Immens is built to keep the user in the driver’s seat: the engine logs its actions, provides a clear history, and ensures repeatable results. This transparency lets creators harness AI for repetitive tasks—like generating a set of characters with specific traits—while retaining full control over the final output.
What once required weeks of manual labor can now be prototyped over a coffee break, dramatically reducing cost and time. Flexibility is a core tenet of Immens’s design philosophy. De Jong stresses that the engine does not enforce a single workflow; instead, it offers a modular architecture where developers decide how much AI to incorporate and where.
“The framework is set up so you can choose your own process, whether you want heavy AI assistance or a more hands‑on approach,” he says. Interoperability is another focus area. By embracing open, text‑based standards, Immens enables seamless communication with existing tools such as Blender, Maya, or other generative pipelines. “If the files are readable as text, any system can parse them,” Brussee explains.
This openness contrasts with many proprietary engines that act as closed ecosystems, making it difficult to integrate third‑party assets or workflows. Immens’s commitment to open standards aims to create a smarter, more connected development environment. The broader conversation about AI in game creation is polarized. Some commentators on LinkedIn hype the notion of “click‑to‑game” engines that could produce Grand Theft Auto‑scale experiences from a single prompt.
Immens’s team acknowledges that such a future might be possible, but they view AI primarily as a tool that amplifies human creativity rather than replaces it. “AI will make everyone better, not eliminate the need for skilled developers,” Valient asserts. He also emphasizes the ethical responsibility to use AI responsibly, noting that any powerful technology can be misused if left unchecked. Economic concerns accompany the technical optimism.
Critics warn of an AI bubble with inflated valuations that may not be sustainable. Valient draws a parallel with the dot‑com era, arguing that while many companies will fail, the underlying technology will endure.
“AI isn’t going away; it’s like the internet—once it’s here, it reshapes the industry,” he says. Immens’s strategy is to focus on building a solid engine first, using AI to accelerate development and enable bigger creative visions, rather than chasing hype. Funding remains modest. Immens has secured its “first commitments” but has not disclosed the exact amount, describing it as “reasonable.” Brussee cautions against excessive capital, noting that too much money can breed complacency.
The company deliberately remains lean, consisting of the three founders plus a handful of helpers. This small‑team approach is intentional; building an engine is complex, but throwing a massive workforce at it does not guarantee success. Instead, a focused, iterative process allows the team to make thoughtful decisions and adapt quickly to market shifts.
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, having accelerated their timeline dramatically—what was projected to take until year‑end is now expected in weeks. While the ultimate business model is still under discussion, Brussee appreciates Epic Games’ “we succeed when you succeed” licensing philosophy, though he admits it’s too early to commit to a specific arrangement.
In closing, Brussee expresses a hopeful vision: “We love games and want to see more daring, artistic expression. If our engine can lower barriers and encourage risk‑taking, the industry will move forward.” He believes that by empowering developers with flexible, AI‑enhanced tools, Immens can help usher in a new era of innovation and creativity in interactive entertainment.