For many years, Unity and Unreal have been the dominant forces in game development, together accounting for roughly 70% of the titles launched on Steam in 2025. While Godot has enjoyed a surge in popularity and some major studios still rely on proprietary solutions—Capcom’s RE Engine being a notable example—the market has largely been locked into the duopoly of Unity and Unreal.
Enter Immers, a new venture founded by three seasoned veterans: Arjan Brussee, Sjoerd De Jong, and Michal Valient. Their résumés read like a who’s‑who of the industry, featuring stints at Epic Games (the creators of Unreal), Guerrilla Games, Boss Key, and even Apple. The trio believes there is still room for a fresh engine, and more importantly, for a better way to build games.
In a recent interview with GamesIndustry.biz, Brussee argued that the timing is now right for a new platform, noting that “an opportunity exists that simply didn’t exist a few years ago.” He points to AI‑assisted programming as the catalyst that can let developers start from a clean slate again. "With the right guidance and control, you can build something that delivers full functionality quickly," he explained. Valient, Immens’ chief technology officer, clarifies that their use of AI is not about generating assets from a single prompt.
Instead, the AI is woven into the engine’s architecture to make it highly extensible. "AI can reason over large codebases and data sets.
If we design the engine with that capability in mind, even small teams or solo developers can extend it beyond simple scripting. Want a custom particle system? You can add it directly," he said.
This approach aims to let creators use AI as a productivity accelerator rather than a replacement for craftsmanship. The motivation behind Immens is rooted in the current economic pressures of game development. Brussee describes the environment as "rough," noting that production costs keep climbing, making it harder for studios to stay afloat.
"We need new, more efficient ways of working that lower costs, shrink team sizes, and shorten schedules, so developers aren’t risking everything on a single title," he warned. De Jong, the company’s chief product officer, observes that the engine market has become increasingly standardized and consolidated.
While that has provided a solid foundation, he argues that the industry now needs innovation, not more of the same. "Continuing to do things exactly as we have before won’t solve the challenges we face," he said. He criticizes the monolithic nature of existing engines, which force developers to adapt to proprietary file formats and rigid workflows. With AI, De Jong envisions an engine that bends to the user’s needs, allowing interchangeable components, custom tools, and personalized interfaces.
Valient acknowledges AI’s power but also its volatility. "If you don’t keep an eye on it, the system can go off the rails," he cautioned.
Immens therefore emphasizes transparency and control: users can see exactly what the engine is doing, review its decision history, and ensure repeatable results. This level of insight enables rapid prototyping—imagine sketching five characters with specific traits over a coffee break, then discarding the temporary tool after use, a process that previously might have taken weeks and a substantial budget.
Flexibility is baked into Immens’ design. De Jong stresses that the platform does not impose a single workflow; developers decide how much AI to incorporate and where. The engine also embraces open standards, making interoperability with tools like Blender, Maya, or other generative pipelines straightforward.
"When files are text‑based, any program can read them. The AI can parse those files and act on them, creating a smoother bridge between disparate software," Brussee explained. This openness counters the tendency of many engines to act as closed ecosystems that hinder seamless integration. There is a vocal backlash against AI in game creation, often fueled by sensational claims that a single prompt could spawn a Grand Theft Auto‑level experience.
Immens’ team concedes that “click‑to‑game” engines might eventually exist, but they view AI primarily as a tool that amplifies human creativity rather than replaces it. Valient says, "Big games will still be made because AI makes everyone better, not because AI does the work for us." Economic concerns also swirl around AI, with some predicting a bubble of over‑valued startups. Valient draws a parallel to the dot‑com era, noting that while many companies vanished, the underlying technology— the internet—persisted and flourished. "We’re focused on building a solid engine.
AI helps us move faster and think bigger, but whether the market is a bubble is unknown." Funding for Immens remains modest. The founders have secured initial commitments but have not disclosed exact figures, describing the amount as "reasonable." Brussee warns that excessive capital can breed complacency, saying, "Too much money can make a startup lazy; you need to stay scrappy." The company remains tiny—just the three founders plus a handful of helpers—by design. De Jong explains the trade‑off: a massive team doesn’t guarantee success in a complex undertaking like an engine, yet a lean group can make decisive, thoughtful progress. Timing is crucial; the team wants to capture the window of opportunity presented by AI’s rise while avoiding the pitfalls of over‑expansion.
Immens is currently developing a proof‑of‑concept demo that showcases a generative‑AI‑driven editing workflow, slated for release this month. The timeline has already outpaced their original expectations: what was projected to take until year‑end is now arriving roughly twice as fast. Regarding the business model, Brussee admires Epic’s philosophy of succeeding when developers succeed, but admits it’s too early to lock in a definitive approach.
Ultimately, the founders hope Immens will empower creators to push the medium forward, fostering more artistic risk‑taking and innovation. "We love games and want to see more daring, creative experiences. If our technology helps make that possible, it would be amazing," Brussee concluded.