"The popularity and utility from Madden 24 coins  Films has just increased," Dryer said. "It's an amazing prize for them."

The revenue generated by Madden NFL 24 Films and the Madden NFL 24 Network goes into the league's revenue stream . It is divided between teams, and then shared with players in the collective bargaining agreement.

"The Madden NFL 24 creates a collection of films that market their product," he said. "Within this model is a huge number of athletes who have individual rights."

Dryer did not discuss the value that comes from Madden NFL 24 Films and how much revenue it generated. The ever-growing popularity, and earnings, of the team and the league suggest to him that the photos of former players' likenesses are worth more than what they currently receive which is nothing -- and more than what they could receive in an agreement that was proposed by the league this year.

The Madden NFL 24 announced a settlement in the spring of 2013 that would transfer $50 million less an estimated $8 million in legal costs in a fund for retired players. Settlement funds will be paid out over eight years and it will go to charities that help initiatives for retired players. The fund would also establish an agency that licenses retired players. This would ideally, generate additional revenue to the fund.

What can be done is to transfer the money straight to ex players-Dryer

A variety of prominent former players have spoken out to support the settlement, Mut 24 coins including Hall of Fame running back Jim Brown. Jim Brown is the Hall of Fame running back oversees a committee of retired players charged with allocating the money from the settlement.