Company finds niche by selling video game rosters

"When selling a product over the Internet, trust is a huge thing. Once you gain trust from someone, they will pay for your product the next year, even if it's more expensive," Kaldenberg said.

But Gamerosters.com has not been without controversy.

Until recently, it faced competition from companies that offered free rosters. But Kaldenberg managed to push Gamerosters to the top of the page on Google.com - much like AAAA Plumbing does with the phone book - and put faith in his belief that people would pay for a product with a professional feel and quality customer service.

"People, if they're paying for it, they feel like it's better," Kaldenberg said. "People are leery of just downloading a free file or mailing their memory card off to someone who says it's for free."

He was right, and the competition has since relented. Kaldenberg said he's spent $12,000 over the past eight months to buy out two competitors, FKrosters.com and PSXSports.com, and claims that both moves have already paid for themselves many times over.

That hasn't stopped Gamerosters from feeling the heat from those in the gaming world who vent their frustrations on, you guessed it, message boards.

"There's a number of people out there who feel like I'm breaking the law," Kaldenberg said. "They just don't like us because we make money."

There's also the matter of the NCAA, an organization whose rules aren't always clear. But Kaldenberg said he's never heard from the NCAA or EA Sports about what he does.

EA Sports spokeswoman Julie Michel said in a written statement that the company does "not support, endorse or approve the selling of third party rosters for our licensed NCAA Football games from EA Sports."

Phone messages left for the NCAA were not returned.

Kaldenberg said the reason he believes that the NCAA and EA Sports haven't given him grief is because they wouldn't have much of a case. After all, the game already has a built-in function that allows gamers to fill in the rosters themselves.

Gamerosters just makes the whole process effortless.

"They want to have the names and they want to have it hassle-free," Kaldenberg said. "They use us because we provide great service for them and they don't have to be tech-savvy at all."