When it was new(just last year) it ran at like 75°c max at highest load, after a few months it became 80°c-81°c, i clean it like each month thoroughly using brush and through an air blower, i have limited the max temp to 85°c and the gpu fans run 100% at 80c, theres plenty of airflow because i have like 3 inlet fans in the front and 2 outlet fans (1 behind, 1 above) room temperatures are cool but recently it just broke the limit and started running at straight 85°c,in some games like witcher 3 it will even push beyond the 85c limit and reach upto 87c,i did a thorough cleaning again today and it only made like 2°c difference. Its not even been completely one year yet and its becoming so hot, i had even sent it to gigabyte rma last december due to it dying and i m sure they added new thermal pads and new paste, With the side panel off it only reduces like 5c, so i m assuming this is the gpu's fault here, the temps were recorded using msi afterburner. I think by next year it will start going beyond 92 at this pace.
Here's the gpu model
Here's the gpu model