Several former college football players have sued Electronic Arts and the NCAA over the unauthorized and uncompensated use of their likenesses for profit. link I personally think that it's about time. 

I have long thought the NCAA has strayed from its core mission with regard to the big money sports of football and basketball.  Division I football needs an end of the year tournament to determine the champion.  The BCS is just too messy.  I don't know a college football fan that thinks any differently.  Yet, there curiously is no such tournament.  Why?  MONEY.  Despite the increasing parity of college basketball, every year there are fewer mid-major teams in the NCAA tournament.  I believe this year saw the fewest mid-majors since the tournament went to 64 teams. Why? MONEY. 

This thing with EASports is yet another example.  Everyone knows that EA games uses the likenesses of college athletes.  EA and the  NCAA are profiting.  Why not the athletes?  I personally think that NCAA doesn't have ground to stand on here.  The royalties that college athletes would earn from EASports cannot be validly linked to any concerns about recruiting or fairness, since all athletes would get the same amount of compensation.  This is unlike advertising, where only stars at top programs would be able to cash in on their likenesses.  And it is unlike the old no-show jobs that big program athletes used to get at booster businesses.  Nevertheless, the NCAA doesn't want athletes to receive royalties, whatsoever.  Why?  Because the NCAA wants to keep all the money for itself.  I mean, why pay someone when you can exploint them for free?