The Madden NFL franchise has spawned many rivalries over the decades but who knew that one of those rivalries was between Paul Rudd and Ray Lewis? Well, nobody. We made it up. But the unlikely duo turned out to be a big hit for EA, garnering crazy amounts of attention from the national press as well as die-hard Madden fans alike. It increased sales by 5% over the previous year in a category that was down 23%.