Video game developers including Activision Blizzard(ATVI) - Get Report and Ubisoft are reclaiming their artistic creations from entertainment giants through their own in-house studios.

As gaming has become increasingly mainstream over the past 10 years, these companies are well-positioned to make money from original movies and TV shows, said Joost van Dreunen, CEO of video game industry tracker SuperData Research.

"Gaming is now much more popular," he said. "New revenue models become viable."

Santa Monica, California-based Activision Blizzard launched an in-house film and television studio in late 2015 with plans to create an animated TV series about the "Skylanders" game and a series of "Call of Duty" feature films. 

Ubisoft, based in Paris, France, similarly created Ubisoft Motion Pictures in 2011. The studio has developed the feature film Assassin's Creed, which was distributed by 20th Century Fox(FOXA) - Get Report in December, as well as the television series Rabbids.

Activision spokespeople weren't available for comment, nor were Ubisoft's in time for publication.

In-house studios allow video game developers to recapture creative control and profits from major media companies that have produced this type of content in the past.

Before creating its own studio, Activision Blizzard collaborated with Legendary Pictures to create the Warcraft movie, based on Activision Blizzard's "World of Warcraft" video game franchise.

The movie grossed about $434 million with a production budget of $160 million, according to BoxOfficeMojo, but Activision Blizzard shared the profits from Warcraft with Legendary Pictures.

This past weekend, Sony's(SNE) - Get Report sixth and final installment of the zombie apocalypse series, Resident Evil: The Final Chapter generated $13.9 million in its domestic debut, according to MKM Partners estimates.

The movie is based on the "Resident Evil" video game series by Japan's Capcom.

To really benefit financially from these films, video game developers must run strategic promotions to drive sales of the video games that inspired the movies.

Activision Blizzard gave everyone who bought a ticket for Warcraft at a participating Regal Cinemas a free digital copy of the "World of Warcraft" game, and allowed gamers to customize in-game weapons with four movie-inspired looks.

Thanks in part to these promotions, "World of Warcraft" monthly active users rose for the quarter ended June 30, and pre-purchases of the $49.99 "World of Warcraft: Legion" expansion were in line with the last expansion in 2014, COO Thomas Tippl said on the second-quarter earnings call. 

Blizzard monthly active users, not specifically "Warcraft" players, rose up 13% year-over-year and 29% quarter-over-quarter, driven by increases in players from "Overwatch," "World of Warcraft" and "Hearthstone," Tippl said.

Most companies with a franchise that has at least 100 million monthly active users, active downloads or units sold will begin to experiment with extensions including cartoon series and comic books, SuperData's van Dreunen said. Those companies include Riot Games, based in Los Angeles, and Electronic Arts(EA) - Get Report , based in Redwood City, California.

Ubisoft Motion Pictures has five more feature films in development, and is even creating theme park rides based off the company's brands.

Finland's Rovio has produced a cartoon series based off the company's 2009 mobile game "Angry Birds," and is currently working on a sequel to The Angry Birds Movie.

Rovio developed and produced the original The Angry Birds Movie itself, which grossed about $350 million globally with a $73 million production budget, according to BoxOfficeMojo.

Sony distributed the film in exchange for a small portion of the ticket sales, allowing Rovio to reap the vast majority of financial benefits of creating its own low-cost film. If, for example, Rovio instead had worked with a filmmaker like Michael Bay, who directed the big-budget Transformers movies, the company would have brought home substantially less money.

"If you are working with Michael Bay, your money is gone," van Dreunen said.

A previous version of this story incorrectly stated that Ubisoft is headquartered in Rennes.