Noticed this in the Blockbuster Clearout (in store only, doesn't show as in stock online)
£26.99 is cheapest I can find anywhere, by over a tenner.
Will update with a picture shortly (didn't purchase myself as already have a stack of unplayed games to get through but thought I'd share)
Play.com - £38.99
Amazon.com - £37.91
Zavvi.com - £37.95
TheHut.com - £37.93
Got some good reviews (IGN 8.5/10) so worth it for ice hockey fans!