Seven of the biggest names in world poker have filed a lawsuit in Los Angeles against World Poker Tour Enterprises on antitrust grounds.

The players, Howard Lederer, Andrew Bloch, Annie Duke, Chris Ferguson, Joseph Hachem and Greg Raymer contend that the WPT has used their likenesses without permission.

The example given is an appearance by Lederer and Duke in a WPT video game which competes directly against another game, ‘World Championship Poker’ in which the brother and sister appear and endorse.

The legal action will attempt to void releases signed by the players with WPTE that waive lucrative images rights, and to seek damages.

The players are refusing to play in WPT events, which is a big blow to the organisation as this group includes not only some of the most recognisable faces in the game, but the past two World Champions.

The players mean business, hiring top antitrust lawyer Jeffery Kessler.

"Their intention is to use players' images in video games, on Internet sites, and in a whole variety of products that has nothing to do with the tournament," said Kessler.

The legal eagle also contends that the original deal struck by the WPT amounts to price fixing: "They pay them the grand sum of nothing. So the fixed price is zero."

Howard Lederer, who appears to be the driving force behind the action said: "All I'm asking is that they not compete against me, without even offering to pay me or asking my permission. People are being paid seven-figure endorsement contracts. These are rights that should not be demanded of us for nothing."

However there are two sides to every argument and other professional players have suggested that famous poker faces owe a debt to the World Poker Tour for bringing poker to the masses through its TV shows, thus opening up other revenue streams to players.

Barry Greenstein, another celebrity player with endorsements and a book coming out said: "All of us as poker players were degenerates until the World Poker Tour started the whole ball rolling,"

"I've been involved in DVDs and video games and all these types of things, even though I've got no money out of it," Greensein continued: "I know that I get a lot of perks from being a celebrity."

This one looks set to rumble on.