Sad news! Apparently, SimplyGames is heading towards liquidation making all the recent price hikes understandable. I did some digging and it seems like the shop, might be in the process of closing down. It's pretty sad to see a brilliant retailer go down like this, used them for several years.
Source: https://beta.companieshouse.gov.uk/company/05086506
I think you may be wrong here... or everything is mega confusing? I looked up the Company Number... and Simply Games is owned by Boss Distribution Limited, who seem to be fine.
© Boss Distribution Limited 2018
Company No. 09425531
https://beta.companieshouse.gov.uk/company/09425531