Just asked my friend who dad manages our local Tesco and he says it will be 29.99 from Midnight tonight.
Fifa forums seem to back this up with a member of staff from a Tesco store at Portsmouth giving out the same info.
Probably a weekend deal only.
Price could drop if other supermarkets try to undercut them! There is hope for 24.99 like there is hope for Liverpool as I write this! (: