To begin with, special thanks goes out to "Parmas" for the heads up.
www.zavvi.com , offer PES2010 at the price of just 36,43 EUROS!!!!
So add the delivery cost to it and you get it for just 37.58 EUROS!!!
Note that the game is out on the 23rd of October and this is a pre-order. I'll put up a post as soon as I have the game delivered.