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Jumpin said:

Personally - I’d say Xenoblade.

But I also see Xenoblade as the third iteration of the “Xeno” branding within the Xeno-franchise; branding switches with the move to different parent companies. 

[snip]

Yeah, I'm in the same boat. To me, Xenoblade Chronicles is the best game of the 7th gen, but it arguably falls under an existing franchise.

So, I would have to go with BioShock, followed by Demon's Souls.

If we're not talking about individual games but rather the best IP that started in the 7th generation, I'd say Demon's Souls followed by Gears of War.