For gaming? i5-6600k every time.
In games, the i7's extra features have a negligible impact - were talking maybe 1 or 2fps in some CPU heavy games, i.e. nothing worth the money increase.
An overclocked 6600k will easily match an 4790k at the same clock speed in games, and the Z170 platform offers much more upgrade options, as well as support for DDR4 RAM, M.2 PCI-E SSDs and the ability to alter base clock values of your CPU (not just the multiplier).
The i7 will help with other tasks, such as rendering and editing, but if this new PC is simply for everyday use and gaming, use the money you save on getting the 6600k on a better GPU.
In the UK, the difference in price is £80. That is almost enough to go from a 960 to a 970, and an...