Looks to be the cheapest price out there at the mo.
Both PS3 (includes Frontline HD) and Xbox 360 Limited Edition versions are now £34.93 at The Hut (and Zavvi for that matter).
Go to http://www.walkers.co.uk.
Register on there for the Rainy Days promotion, fill in the survey that pops up and you are awarded 2 points. These 2 points can then be redeemed for a 10% off The Hut voucher (or Zavvi).
Which gives you the price of £31.44.
Possible 3.5% Quidco too making it about £30.33