WWE's concept (or gimmick) matches have ranged from the vicious Hell in a Cell to the gruelling Iron Man match in the company's bid to provide fans with drama and entertainment.
Some matches failed to catch on after their initial outings (the Kennel from Hell match immediately springs to mind), but throughout WWE's rich, diverse history, enough quality concepts have been devised to constantly engage the masses.
While concept matches are primarily used to settle long-standing feuds, WWE's decision to host gimmick-themed pay-per-views has resulted in particular matches used on a more frequent basis.
However, coupled with WWE's choice to conform to TV-PG programming in 2008, the outcome, in some cases, has been the spectacle of several matches nullified to an extent.
To rank the criteria of these gimmicks; historical importance, consistency and the overall contribution to the company's history will be the categories, as we also take a trip through time to note the origins of the selected matches.
Here, I'll analyse the best 10 match concepts throughout the annals of WWE, and examine how the company fans know and adore would not be the same today without them.