In recent times? Borderlands 2, which I pre-ordered and paid about half of it with my Amazon points.
I really don't like paying full price for games. >.>
I own it, and I technically paid full price for it, however it was a BOGO sale, and I traded the other copy for a GOG game.

Space Marine.

Never again. Never.

(edit: it came with darksiders. That one has more playtime than space marine itself)

Recently? Legend of Grimrock and Defender's Quest.

The last AAA title I payed full price for was Mass Effect 2.

One of the big issues for me is the rise of DLC; there's little reason to buy most single-player games at release because I know they'll be releasing more content over the next year or so. And if I wait a year for them to release the 'this is the actual complete game with all DLC' version I might as well wait a bit longer until that's discounted under $10.

The main reason remaining to buy any game at or near release is online play, while there are still a lot of players.

I think I paid full price, or at least close to, for Witcher 2 GOG. Not fully sure anymore if it was in a promo, but at least I paid much more for it than I usually pay for games. I should check the receipts.

Do other lower price GOG games count too? I paid full GOG price for e.g. a bunch of Codemasters games, when I was anticipating their removal from the catalogue.

I think I paid full price(?) for the Penumbra Trilogy and Amnesia, bought them directly from the developer. I'm unsure though if they were the original release price, but at least they weren't in any promo IIRC.

Oh yeah, and 2x Minecraft, as gifts to two kids who still play nothing but Minecraft. Pretty impressive, considering they have access to many more games, but they just want to keep playing that. That has been going for several months now, or is it already a year?

I think I bought Half-life 2 when it was still quite new, but I can't quite recall if it was on sale, but if it was, it wasn't a huge sale I think.

Going more far back, I paid full price for The Dark Eye (the 1995 game). I bought it in Sep 2001 from Ebay for a premium price. It was still shrink-wrapped.

And Final Fantasy 7 and 8 PC versions, bought them pretty much on release day IIRC. Years later, they had become collector's items so I sold them for more than I had paid for them new.

I still buy most of my games at full price, just because I like to play them near release date. I don't know if it's just me, but if I get hyped for something and then wait too long to play it, I'll probably lose interest.

The only game in recent memory was SWTOR, but that was under duress. An ex-military friend had just given me his old computer and had threatened physical violence if I didn't.

So do I. As a kid I did not buy that many games, but only in a discount or as a bundle (like Gold Games or Play the Games). Than there was a time where I did not buy any games … that ended in 2010, from which on I bought some older and indie games for discount.

The very first game I bought at/before realease was Faster Than Light in last September. Count it as full-price, though there was a pre-release discount. And some weeks later I bought Chaos on Deponia. Also with pre-release discount. I did not play it yet, but will before the third part comes out.

I think it's characteristic that these first games I buy at release date, are from GOG and not from channels like Steam where they sell AAA games for 50 €. I still don't get satisfaction from those games, .They have fine graphics, but they lack in something. It's no real fun for a longer time, so I don't buy them. At least not for this price.

Diablo III at launch - Like the OP .. should have spent it on something better

Full price meals RRP no discounts or pre order discounts?

Good point. Witcher 2 from GOG was the last full-price game I bought before GW2. I now finally have a PC powerful enough to run it well :).

It would take too much time if I listed all the games I purchased for full price up until/during the ps2/gamecube generation.

Also, I'm only going to list games that cost $50 dollars and up, so I'm not going to be like a few others and list cheaper DD games such as Orcs Must Die, FTL etc.

Anyways, since 2008 the games I remember buying new are:

Grand Theft Auto 4
Call of Duty 4
God of War 3
Uncharted 2
Borderlands
Little Big Planet 2
The Witcher 2
Skyrim

My last full priced purchase was Fahrenheit/Indigo Prophecy. After it I bowed never again.

This year:
Sniper Elite V2
Halo 4
Dragon's Dogma
M&B Napoleonic Wars (counting this for the amount of content)
There are others (Steam indies mostly) but I can't remember them

Full price? Almost nothing.

XIII, Shadow Warrior and Resonance (if pre-order 20% off is acceptable) and that's about it for the last couple years.

And no, I'm not limiting that list to GOG games, it just so happens that those are the only "full priced" purchases I can think of.