There were adverts in the press yesterday (eg Metro, Daily Star) which advertised the game for £19.99.
Although the website shows £34.99, you can call them and ask them to match the price you saw in the press.
I did it at my local Gamestation earlier today. Rang up Gamestation Customer services and told them i had seen the advert. Then i asked them to call my local store to confirm the price and voila...walked out with the game for £19.99
Also you can get them to post the game to you for £1 p