Honestly, Sega. Microsoft has some good IPs (NOW), but before all the purchases, they practically had nothing. But Sega has ALWAYS had SO much, even if they're sleeping on way too many of them, which will hopefully start changing in the future with all the planned remakes/reboots. Microsoft has a lot of "currently popular" IPs, sure. But to me, there's only 3 that I care about. Sega has a lot more that I'd love to see.