Unity and Unreal have long held sway over game creation, accounting for roughly 70% of Steam releases in 2025. While Godot has enjoyed notable growth and some studios still cling to proprietary tools—Capcom’s RE Engine being a prime example—the market has largely been monopolized by the two giants. Against this backdrop, three seasoned veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—have launched Immersive (Immens), a new engine that they believe can carve out a fresh niche. All three founders bring impressive résumés from industry powerhouses such as Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and Apple.
In a recent interview with GamesIndustry.biz, Brussee argued that the timing is ripe for a new engine, noting that "an opportunity now exists that simply didn’t exist a few years ago." He points to AI‑assisted programming as the catalyst that could let developers start building from a clean slate again, offering rapid, full‑featured functionality under tight guidance and control. Valient, Immens’ chief technology officer, clarifies that the AI component is not about generating content by typing prompts. Instead, the AI is woven into the engine’s architecture to make it highly extensible. "AI can reason over large codebases and data sets," he explains.
"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 engine—without being confined to a limited scripting layer. The AI simply accelerates the extension process." The motivation behind this AI‑centric approach stems from the current economic climate of game development. Brussee describes the environment as "rough," emphasizing that production costs keep climbing, making it harder for studios to survive.
"We need new ways of working that shrink budgets, reduce team sizes, and speed up timelines," he says. The goal is to break the cycle that forces developers into risky, high‑stakes projects that can jeopardize an entire studio. De Jong, Immens’ chief product officer, observes that the engine market has become overly standardized and consolidated.
While that consolidation has provided a stable foundation, it also stifles innovation. "The industry now faces a slew of challenges, and simply repeating old methods won’t cut it," he asserts.
He criticizes existing engines for their monolithic nature, which forces developers to adapt to proprietary file formats and rigid workflows. With AI, Immens aims to flip that script, delivering a platform that molds itself to the creator’s needs. Flexibility is at the heart of Immens’ design philosophy. De Jong envisions a system where developers can swap components, append new features, or rewrite tools to match their personal workflow.
"Imagine being able to craft an interface with exactly the shortcuts, panels, and shortcuts you need for a particular project," he says. This level of customization, powered by AI, could dramatically reduce the time spent on repetitive tasks.
Valient also warns that AI, while powerful, can veer off course if left unchecked. Immens therefore embeds transparency and control into its core. Users can audit the engine’s actions, view its decision history, and ensure repeatability. This oversight enables rapid prototyping—such as generating five uniquely‑traited characters over a coffee break—without the massive expense traditionally associated with such tasks.
Immens does not enforce a single workflow; instead, it offers a modular architecture that lets teams decide how much AI to incorporate and where. The engine also embraces open standards, meaning files are stored in text‑based formats that any compatible tool can read. "If you’re using Blender, Maya, or any generative asset pipeline, you can plug it straight into Immens because everything speaks the same language," Brussee notes. This openness counters the “closed‑off” nature of many existing engines, which often act as barriers to cross‑tool integration.
The broader conversation about AI in games is polarized. Some pundits hype "click‑to‑game" solutions that could conjure GTA‑level experiences from a single prompt. Immens’ team acknowledges such visions but treats AI as a facilitator rather than a replacement.
Valient believes AI will elevate the entire industry, making creators more capable, even if the technology currently carries a negative stigma due to its disruptive scale. Economic anxieties also linger, with critics labeling the AI boom a bubble. Valient draws parallels to the dot‑com era, noting that while many startups will fail, the underlying technology—like the internet—persists.
"We’re focused on building a solid engine; AI simply makes us faster and lets us dream bigger," he says. Whether the market is overheated remains uncertain, but Immens is betting on lasting value. Funding details remain vague. The founders have secured initial commitments but have not disclosed amounts, emphasizing that excessive capital can breed complacency.
"Too much money can make a startup lazy," Brussee laughs, underscoring their preference for a lean operation. Immens currently consists of the three founders plus a handful of helpers.
They believe a small, focused team is essential for navigating the complex engineering challenges of building a next‑generation engine. De Jong explains the balancing act: a massive team won’t automatically solve problems, yet a window of opportunity exists as AI reshapes the industry. The aim is to hit that window with the right mix of talent and capital. A proof‑of‑concept demo, showcasing a generative‑AI‑driven editing workflow, is slated for release this month.
Development began in April, and the team is already moving twice as fast as their original schedule anticipated. Timelines remain fluid, but early progress suggests the AI‑centric approach is paying off.
Regarding the business model, Brussee hints at an alignment with Epic’s "we succeed when you succeed" philosophy, but admits it’s premature to outline specifics. Ultimately, the founders hope Immens will empower creators to push the artistic and technical boundaries of games. "We love games and want to see more risk‑taking and creativity," Brussee concludes.
"If our technology can help spark that innovation, it would be amazing."