For years, Unity and Unreal have ruled the game‑development landscape, accounting for roughly 70% of all Steam releases projected for 2025. While open‑source alternatives like Godot have gained traction and some studios cling to proprietary solutions—Capcom’s RE Engine being a notable example—the duopoly of Unity and Unreal still dominates the market. Enter Immens, a startup founded by three seasoned industry veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of game‑tech powerhouses, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple.

Together they see a clear opening for a fresh engine that not only competes on features but also rethinks the economics of game creation. In a recent interview with GamesIndustry.biz, Brussee explained that the timing feels right for a new platform.

“A few years ago this idea 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 quickly.” Valient, Immens’ chief technology officer, stressed that their use of artificial intelligence differs from the hype‑driven “prompt‑to‑asset” narrative. “Our AI isn’t about conjuring content from a single line of text,” he clarified.

“It’s about constructing an engine architecture that is inherently extensible. Because AI can reason over massive codebases, we design the core so that even solo developers can plug in custom systems—say, a bespoke particle engine—without wrestling with opaque scripting layers.” The motivation behind this AI‑centric approach stems from a bleak market reality that Brussee describes as “rough.” Development budgets keep inflating, making it increasingly difficult for small studios to break even.

“We need new ways of working, more efficient pipelines that let teams ship games faster, with fewer people and lower risk,” he argued. The goal is to break the vicious cycle of ever‑higher costs that threatens the livelihood of independent creators. De Jong, Immens’ chief product officer, observed that the engine space has become overly standardized and consolidated.

While this has produced solid foundations, it also stifles innovation. “The industry now faces a suite of challenges, and simply repeating the old playbook won’t solve them,” he said. “We need fresh ideas, not just more of the same.” One of the pain points De Jong highlights is the monolithic nature of current engines.

Developers must adapt to proprietary file formats and rigid workflows, which can be a barrier to creativity. With AI, Immens aims to deliver a system that molds itself to the developer’s needs. “Flexibility is key,” he noted. “You should be able to swap components, append new modules, and craft bespoke tools that match your personal workflow—down to the exact shortcuts, UI layout, and feature set you require.” Valient acknowledges that AI is a double‑edged sword.

While it is “really powerful,” it can also “go off the rails” if left unchecked. To mitigate this, Immens is building transparency into the engine: users can see exactly what the AI is doing, review its decision history, and ensure repeatable outcomes. This control enables rapid prototyping—imagine generating five uniquely‑behaved characters over a coffee break rather than spending weeks on manual iteration.

Immens’ philosophy rejects a one‑size‑fits‑all workflow. The architecture is deliberately modular, allowing teams to decide how much AI to incorporate and where. “The framework is set up so you can choose your own path,” De Jong explained.

“Whether you want a heavily AI‑augmented pipeline or a more traditional approach, the engine accommodates both, provided the AI understands the context correctly.” Interoperability is another cornerstone. By embracing open, text‑based standards, Immens ensures that assets from tools like Blender, Maya, or other generative platforms can be read and manipulated directly. “When files are plain text, any program can parse them,” Brussee said.

“That openness lets AI agents read, modify, and integrate assets seamlessly, something many closed‑source engines still struggle with.” The broader AI debate in game development is heated. Some commentators predict a future where a single prompt can spawn a Grand Theft Auto‑scale experience, fueling both excitement and fear.

Immens’ team concedes that “click‑to‑game” engines might eventually emerge, but they view AI primarily as an empowering tool rather than a replacement for human creativity. “AI makes everyone better,” Valient asserted, noting the technology’s current negative perception stems from its disruptive scale. Economic concerns also linger, with many questioning whether AI‑focused ventures are part of a speculative bubble.

Valient draws a parallel to the dot‑com era: “The internet didn’t disappear when the bubble burst; many companies fell, but the technology endured. We’re building a solid engine; AI simply accelerates our development and expands our imagination.” Funding remains modest. Immens has secured its “first commitments” but has not disclosed amounts, describing the target as “reasonable.” Brussee warns against over‑capitalization, noting that excess money can breed complacency.

“Startups need to stay scrappy,” he laughed. The company remains lean—just the three founders plus a handful of helpers—by design. De Jong explains that building a game engine is a complex endeavor that doesn’t benefit from a massive headcount. “A small, focused team can make deliberate decisions and iterate quickly,” he said.

“There’s a narrow window of opportunity as AI reshapes the industry, and we must balance resources to hit that sweet spot.” Immens is currently racing toward a proof‑of‑concept demo that showcases a full editing workflow powered by generative AI, slated for release later this month. The timeline has already outpaced their original expectations; what was projected to take until year‑end is now arriving months earlier.

As for the business model, Brussee admires Epic’s “we succeed when you succeed” licensing philosophy but admits it’s too early to commit to a specific approach. Ultimately, the founders hope their engine will enable creators to push the medium forward, fostering risk‑taking and artistic expression.

“We love games and want to see more daring, innovative experiences,” Brussee concluded. “If Immens can help make that happen, it would be amazing."