Celebrities like to promote their personal brands, but when it comes to celebrity-athletes, there's such a thing as going too far. Video games featuring the likenesses of N.C.A.A players are prompting college athletes to sue, saying that they are being used for profit without compensation. These amateur athletes say that unauthorized video games violate their right of publicitiy, which protects against the use of someone's likeness without their consent. Sam Keller, a quaterback for Arizona State, for example, used to love watching his likeness run the field in a game by Electronic Arts, but has now filed a class-action suit against the company and the N.C.A.A, claiming he's been exploited by the game. The N.C.A.A. says that the video games don't violate their own rules, and has suggested a new plan: that a student can give his or her consent to be portrayed in a game, but would not be paid, which is a violation of N.C.A.A rules.