Graphics card temperatures skyrocket

[Roodoe]

I recently had to RMA a graphics card to MSI because the last stopped working due to unknown causes. It ran perfectly well, with very stable temperatures of around 60-70c under heavy load. They swapped that graphics card for a new one, and sent it on over, and now I'm having issues where my GPU runs at 30-35c while on desktop, but as soon as I run a game, the temperature skyrockets up to around 90-100c. What might be the cause of this? The fans are working properly and it is not overclocked.

Specs-
Motherboard = Asus P8Z77v-pro
CPU = Intel i5 3570k
GPU = MSI Radeon 7950 Twin Frozr III

Any ideas?

Edit: Checked the thermal paste/heatsink, all seem to be fine.

 

[lostgamer_03]

Airflow of your case?

 

[Roodoe]

http://www.abload.de/img/scenario7b1kc.jpg

The image above is how the airflow in my case is directed. I've tried with the side panel off, but that didn't change anything.

 

[Headbomb]

Are the fans spinning up to speed?
Do you have any program that can control or monitor the fan speeds?
If so, check to see if they are working correctly.

 

[Roodoe]

They are working properly, I have them running at 100% right now as a test. The temperature seems to halt at 95 degrees celcius.

 

[Roodoe]

Update: Just going to RMA it again. Got off the phone with tech support and they said that the card they swapped it with (not new as I expected) had critical overheating issues. Not a surprise. Thank you for the replies, think i'm going to stick with Nvidia after this. 😛

 

[Roodoe]

Best answer selected by Roodoe.