For many years, Unity and Unreal have been the go‑to tools for game creators, accounting for roughly 70 % of all titles released on Steam in 2025. While open‑source options like Godot have begun to attract attention, most major publishers still rely on proprietary solutions—Capcom’s RE Engine being a prominent example—leaving Unity and Unreal with a near‑monopoly on the market.
Enter Immersive, the brainchild of three seasoned veterans—Arjan Brussee, Sjoerd De Jong, and Michal Valient—who believe there is still room for a fresh engine and, more importantly, a better way to build games. Their résumés read like a who’s‑who of the industry: experience at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.
Together they aim to challenge the status quo. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new engine because “the tools that existed a couple of years ago simply aren’t enough anymore.” He sees AI‑assisted programming as a catalyst that lets developers start from a clean slate again. “With a lot of guidance and control, you can build something that delivers full functionality quickly,” he said. Valient, Immersive’s chief technology officer, is quick to clarify that the AI they are integrating is not the “prompt‑and‑receive” kind that dominates headlines.
Instead, the AI is woven into the engine’s architecture to make it highly extensible. “AI can reason about large codebases and data sets,” he noted. “If we design the engine with that capability in mind, even a solo developer can add a custom particle system or any other feature without being limited to a tiny scripting layer.” The goal is to let creators use AI to accelerate extensions, not to replace the creative process.
The motivation behind this ambitious project stems from the current market climate, which Brussee describes as “rough.” Game development costs are soaring, and the risk of failure is higher than ever. “We need new ways of working that lower expenses, shrink team sizes, and shorten timelines,” he argued. “If we can make games with fewer resources, studios won’t have to gamble their entire livelihood on a single title.” De Jong, the chief product officer, points out that the engine landscape has become overly standardized and consolidated.
While that has given developers a solid foundation, it also stifles innovation. “The industry now faces a series of challenges, and simply repeating the old methods won’t cut it,” he said. “We need fresh ideas, not more of the same.” He criticizes the monolithic nature of existing engines, which force developers to adapt to proprietary file formats and rigid workflows. With AI, Immersive envisions an engine that molds itself to the developer’s needs.
Flexibility is a core principle for Immersive. De Jong explains that users should be able to swap components, append new modules, and craft bespoke tools that match their personal workflows.
“Imagine being able to design an interface with the exact shortcuts and features my team requires, then hand it off to the engine without fighting against a predetermined pipeline,” he illustrated. Valient acknowledges that AI is powerful but also unpredictable. “If you’re not careful, it can go off the rails quickly,” he warned.
To mitigate this, Immersive is building transparency into the system: developers will always see what the AI is doing, retain full control, and have a complete history of changes. This repeatability allows creators to generate rapid prototypes—like five uniquely‑traited characters—while keeping the process auditable and inexpensive.
The engine’s architecture deliberately avoids imposing a single workflow. De Jong emphasizes that teams can decide how much AI to incorporate and where to apply it, provided the AI can interpret the tasks correctly. Open standards also play a vital role. Brussee notes that when files are text‑based, any tool can read them, enabling seamless integration with software such as Blender, Maya, or other generative platforms.
“We want a smart interface where everything talks to each other through open protocols, rather than being locked behind proprietary walls,” he said. There is a vocal backlash against AI in game development, often fueled by sensational claims that a simple prompt could produce a Grand Theft Auto‑scale experience.
Immersive’s founders see such “click‑to‑game” visions as distant possibilities, not immediate realities. For them, AI is a powerful assistant, not a replacement for human creativity. “AI will make everyone better, not take away the craft,” Valient asserted, acknowledging the current negative perception but insisting the technology is simply a tool that must be used responsibly. Economic concerns also swirl around the AI boom, with many questioning whether the sector is a bubble.
Valient draws a parallel to the dot‑com era: the internet didn’t disappear, but numerous over‑valued companies fell away, leaving the robust technologies behind. “We’re focused on building a solid engine; AI just speeds up our development and lets us dream bigger,” he said.
Whether the market is inflated remains uncertain, but Immersive is prepared for any outcome. Funding is still in its early stages. Immersive has secured “first commitments” but has not disclosed exact numbers, describing the target amount as “reasonable.” Brussee cautions against excessive capital, noting that too much money can breed complacency.
The company remains lean—just the three founders and a handful of helpers—by design. De Jong explains that a massive team would not necessarily accelerate engine development; instead, a focused, iterative approach is essential to navigate the narrow window of opportunity presented by AI’s rise.
Currently, Immersive is working on a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release within the month. The timeline has already outpaced their original estimate; what they thought would take until year‑end is now arriving roughly twice as fast. As for the business model, Brussee admires Epic’s “we succeed when you succeed” philosophy but admits it’s too early to commit to a specific strategy. Ultimately, the team hopes their engine will empower developers to push creative boundaries, take risks, and deliver more innovative games.
“We love games and want to see more artistic expression and daring projects,” Brussee concluded. “If our technology can help make that happen, that would be amazing."