I've looked around and this is the lowest online price I've managed to find that's still ongoing for the king of footy games by almost £5 and I can't see anyone beating this price to be honest.
The game is a preorder and should arrive on release date or 1 day before but this deal price is only valid for a couple days, so it's best to take advantage of it while they're still allowing orders, as I can't imagine a high allocation at this price.
Don't forget that if you use your collectors account, you'll also receive 6% cashback, making this a great deal.
Hope this helps. :)