For many years, Unity and Unreal have been the dominant forces in game development, accounting for roughly 70% of all titles released on Steam in 2025. While open‑source options like Godot have gained traction and some large studios continue to rely on proprietary tools—Capcom’s RE Engine being a notable example—the market has largely been locked into the two giants. Against this backdrop, three seasoned industry veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—have launched Immers, a new AI‑enhanced engine that they believe can carve out a fresh niche. The trio’s résumés read like a who's‑who of game‑making pedigree: experience at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a novel engine. “A few years ago, this kind of AI‑assisted development didn’t exist,” he said. “Now, with AI‑supported programming, we can start building from scratch again while keeping tight control and delivering full functionality quickly.” Valient, Immers’ chief technology officer, clarified that the AI they employ is not the typical “prompt‑to‑asset” gimmick that dominates headlines.
Instead, the AI is woven into the engine’s architecture to make the codebase highly extensible. “If we design the engine with AI reasoning in mind, even solo developers or small teams can add custom systems—like a bespoke particle system—without being limited to simple scripting,” he noted.
This approach aims to let creators extend the engine rapidly, leveraging AI as a productivity accelerator rather than a replacement for traditional coding. The motivation behind Immers stems from a bleak outlook on the current games market.
Brussee described the environment as “rough,” pointing out that development costs keep climbing, making it harder for studios to stay afloat. “We need new ways of working that lower budgets, shrink team sizes, and speed up timelines,” he argued.
The goal is to break the cycle where rising expenses force developers into risky, unsustainable projects. De Jong, the chief product officer, observed that the engine landscape has become overly standardized and consolidated. While this has provided a solid foundation, he believes the industry now demands genuine innovation.
“Continuing to do exactly what we’ve always done isn’t enough,” he said. “We need a different approach that embraces flexibility.” One of the pain points with existing engines is their monolithic nature. Developers must conform to proprietary file formats and rigid workflows.
De Jong envisions an engine that molds itself to the user’s needs. “It should be interchangeable, modular, and allow you to build tools that match your personal workflow—right down to shortcuts, interfaces, and features,” he explained.
This level of customization is intended to empower creators to craft exactly the tools they require for each project. Valient acknowledged that AI, while powerful, can be unpredictable if left unchecked. To mitigate this, Immers is built with transparency and control at its core.
“When you use the engine, you always know what it’s doing and why,” he said. “You can trace its actions, reproduce results, and build bespoke utilities that fit precise creative problems.” He illustrated this with a scenario: generating five characters with a specific trait could previously take weeks, but with AI‑assisted tools, the same task might be sketched out over a coffee break and then refined as needed.
Flexibility is a recurring theme. De Jong emphasized that Immers does not impose a single workflow; developers decide how much AI to incorporate and where.
The architecture is deliberately open, allowing users to plug in external software. “If your pipeline uses Blender, Maya, or any generative tool, the engine can communicate via open standards because everything is text‑based and readable,” Brussee added.
This interoperability contrasts with many engines that act as closed ecosystems, hindering smooth data exchange. The broader conversation about AI in game development is polarized.
Some commentators on platforms like LinkedIn hype the idea of “click‑to‑game” experiences, suggesting that a simple prompt could spawn a Grand Theft Auto‑scale world. Immers’ team tempers such expectations, viewing AI as a powerful assistant rather than a magical shortcut.
“AI will make everyone better, not replace the craft,” Valient said. De Jong echoed this, stressing responsible use: “Any tool can be misused; it’s our duty to ensure it serves the creative community.” Economic concerns also linger.
Critics warn of an AI bubble with inflated valuations. Valient compared the situation to the dot‑com era: “The internet didn’t disappear after the bubble burst; many companies fell, but the technology endured. We’re focused on building a solid engine that leverages AI to accelerate development, not on chasing hype.” Funding remains modest. Immers has secured its first commitments but has not disclosed exact figures, describing the amount as “reasonable.” Brussee warned against excessive capital, noting that too much money can breed complacency.
The company intentionally stays lean—just the three founders plus a handful of helpers—to maintain agility and focus. Balancing team size with ambition is a delicate act. De Jong explained that a game engine is a complex undertaking that cannot be rushed by sheer manpower.
“You need a small, dedicated group to make thoughtful decisions and iterate,” he said. At the same time, timing is crucial; the next few years present a window of opportunity as AI reshapes the industry. Immers is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release this month.
The team is already moving faster than anticipated—what they thought would take a year is now on track for a few months. 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 Immers will enable creators to push the medium forward, fostering more risk‑taking, artistic expression, and innovation.
“We love games and want to see more daring, creative work,” Brussee concluded. “If our technology can help make that happen, it would be amazing."