well, firstly I disagree.
Mass Effect is not very original...the market is inundated with scifi titles, and it's basically oblivion in space.
And Jet Grind Radio came out last gen, not this one.
As far as new creative titles, look no further than:
Journey -new spin on multiplayer
Flower -original idea
8Bit trip -great collection of fun, indie creativity
Pixeljunk -same
Minecraft -brand new ip, creative
Heavy Rain -new spin on storytelling
LA Noire -An open world detective game
Sleeping Dogs- Honk Kong themed open world game (none other in the industry)
New Bungie game, Destiny- MMO FPS
DUST514- a game that actually interacts with a pc game counterpart
The wii in its entirety was this gen full of new experiences
Eyepet
Kinect dancegames
Red Dead Redemption -old west open world
Upcoming game "among dreams" -where you play as a baby, first person horror
The atelier series
Valkyria Chronicles -a third person turn based strategy game set in wartime (with anime)
NinoKuni - a game that feels like an anime come to life
Borderlands 2- A fresh take on the fallout/oblivion type of open world
Demon's Souls- a throwback to a forgotten era of difficulty that refreshed a whole genre of medieval inspired third person adventure
Stacking- a puzzle game set in the industrial era, where characters are matryoshka dolls
Portal- a game about teleporting around while being heckled by a funny robot villainess
