You think Bush got any money for the movie 'W'? How about all those sketches on SNL of the presidents over the decades. How about the guy on the corner selling his Elvis paintings. All examples of Artistic License.
Parody, with regard to your SNL example, is protected 1st Amdent speech regarding a public figure. Utilizing an athlete's likeness for profit in a video game is, in my humble opinion, different than the examples you've cited.
What about Assassins Creed? They use George Washington's likeness for profit. And Lincoln was no parody. That was for nothing more than straight cash, homey.