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jarrod on 24 July 2010
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Boutros said:

Perhaps Xenoblade.

But The Last Story is not owned by Nintendo.

Er, yes it is.  Nintendo even copyrighted the title in western markets, and every published article on the game lists them under copyright.

 

'New' 1st party owned IPs on consoles this gen (retail only, not getting into downloadables)... 1st party developed titles are bolded too...

 

Nintendo (Wii)

  • Wii ____ (Nintendo EAD) 2006 *includes various subseries
  • Endless Ocean (Arika) 2007
  • Captain Rainbow (Skip) 2008 *features established Nintendo IPs within
  • Disaster: Day of Crisis (Monolith Soft) 2008
  • Takt of Magic (Taito) 2009 
  • Zangenki no Reginliev (Sandlot) 2010
  • And Kensaku (Shift) 2010
  • Xenoblade (Monolith Soft) 2010 
  • FlingSmash (Artoon) 2010
  • The Last Story (Mistwalker / tba) 2010
  • Cosmic Walker (Gaia) tba
Sony (PlayStation 3)
  • Resistance: Fall of Man (Insomniac Games) 2006
  • MotorStorm (Evolution Studios) 2006
  • The Eye of Judgement (Japan Studio) 2007
  • Heavenly Sword (Ninja Theory) 2007
  • LAIR (Factor-5) 2007
  • Uncharted: Drake's Fortune (Naughty Dog Software) 2007
  • Afrika (Rhino Studios) 2008 *published by Natsume in NA
  • LittleBig Planet (Media Molecule) 2008 *part of Play Create Share brand
  • White Knight Chronicles (Level-5) 2008
  • Demon's Souls (From Software) 2009 *published by Atlus in NA, NBGI in EU
  • inFamous (Sucker Punch Productions) 2009
  • EyePet (London Studio) 2009
  • M.A.G. Massive Action Game (Zipper Interactive) 2010
  • Modnation Racers (United Front Games) 2010 *part of Play Create Share brand
  • Kung-Fu Rider (Japan Studio) 2010
  • Sports Champions (London Studio) 2010
  • Start the Party (SuperMassive Games) 2010
  • The Fight: Lights Out (London Studio) 2010
  • The Shoot (Cohort Studios) 2010
  • TV SuperStars (Cambridge Studio) 2010
  • Sorcery (The Workshop) 2011
Microsoft (Xbox 360)
  • Kameo: Elements of Power (RARE) 2005
  • Every Party (Game Republic) 2005
  • N3: Ninety-Nine Nights (Q? Entertainment / Phantagram) 2006
  • Viva Pinata (RARE) 2006
  • Blue Dragon (Mistwalker / Artoon) 2006
  • Crackdown (Realtime Worlds) 2007
  • Lost Odyssey (Mistwalker / feelplus) 2007
  • Lips (iNiS) 2008
  • Infinite Undiscovery (tri-Ace) 2008 *published by Square Enix in all regions
  • Ninja Blade (From Software) 2009
  • Kinect _____ (RARE / BigPark / Good Science Studio) 2010 *includes various subseries
  • Kinectimals (Frontier Developments) 2010
  • Milo & Kate (Lionhead Studios) tba
...the Sony list is decently bigger, but it's worth noting that Sony is also titling it's casual brand of family games individually (ie: not Move Sports, Move Party, Move SuperStars, etc), while Nintendo and Microsoft went for a more unified approach.  We could probably count things like Wii Fit or Kinect JoyRide separately if need be.