Microsoft fired a shot across the bow of secondary market game retailers like Gamestop, if even indirectly, with the announcement that they will soon allow the download of full games from the Xbox LIVE Marketplace. Already full games were allowed for download but usually they were games from previous platforms or the PC and were available for nostalgic purposes as much as entertainment purposes. As soon as August Xbox 360 native games such as Bioshock and Mass Effect will be available just as in retail outlets, and with similar retail pricing. This will have serious implications for retail outlets such as Gamestop that exploit wide margins in the reselling of used games.