Not that I am in any way affiliated with EA, let alone aware of their actual intent, but I believe the gift packs are there for just that purpose. Of course, some are better than others, but that's what gets you opening your wallets and hitting the micro-purchase system that makes Madden Mobile fiscally viable for EA.
Of course, I also think EA is using that money to corner the market on ketchup and then price gouge Americans who can't live without it on their french fries and onion rings (which these, other similar items, and meatloaf are about the only acceptable things to eat ketchup on - yes, I'm looking at you, [Removed - Admin.]). EA will use this economic authority to force some team to re-sign both Tim Tebow and Johnny Manziel, opening the doors for 7 Golden Ticket players apiece.
But you can only get them after spending >10 million coins/Madden Cash on packs.