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As a developer i would have skill and would understand each system
I would be on the level of Naughty Dog

If this is the case then the decision is easy > Playstation 3
I would get the most out of the system - No other system comes close(not counting WiiU or PC right now)
I would have a lot less limits than i would have with the Wii or 360.
My game wouldn't be a FPS so it would fit better on the PS3 anyways.

If the scenario is > I don't have any skill
I would make a copy+paste shooter for the 360 and get rich.
No risk here and i wouldn't need that much money to make that game or convince someone to give me the money i need.
The 360 is easy to understand - Probably even would use the Unreal 3 Engine cause a monkey could work with it so easy is it.

But i would love to work with the PS3 and for example Naughty Dog.
Imagination and creativity has no limits...Story,perfect graphics,nice gameplay and all that stuff would be possible aka a Unique Game/Franchise.