Overheating laptop

I have an pretty much brand new Asus laptop it's only a few weeks old so dust shouldn't be a factor. When I play games like Company of Hero's and other strategy games (no crazy demanding games like Cyris, BF3 COD) the laptop gets very hot. It doesn't get hot enough to go into auto shut down but still according to HW Monitor it pretty easily hits into the high 70's to 80 degree range. What I'm afraid of is burning out the CPU or even more the graphics chip. Any Idea's or tricks to lower the temps even a little. Like I said it's not going into auto shutdown but still it can't be good for the CPU or the graphics chip to be running that hot while doing what I would consider light gaming.
 
Try a laptop cooler. http://www.newegg.com/Product/ProductList.aspx?Submit=ENE&N=100007639%20600028834&IsNodeId=1&Tpk=laptop%20coolers

Also direct a table fan to blow some air on and around the laptop. Laptops generally run a little hotter than desktops because the components are crammed into a very tight space.

Since the laptop is fairly new, you are right in assuming that dust is not the issue. However, it may be possible that the CPU/heatsink assembly at the factory was not done precisely.

Check temps after using a laptop cooler, and using a small table fan.
 
Laptop coolers typically reduce internal temps by 3C - 5C depending on how the laptop's chassis is designed. My Lenovo Y470 received absolutely no benefits from a laptop cooler even when the fans are placed directly under the ventilation ducts of the Y470.

Some laptops simply run hot. Have you researched any reviews for your particular laptop specifically regarding heat? The i5-2410m in my Y470 hits 92C when playing games. Many professionally written review have confirmed that temperature, yet the reviewer were more or less unconcerned since the laptop remained stable and there was no CPU throttling. Many owners have also confirmed the high temps.

Apparently the reason why the Y470 runs hot while playing games is because Lenovo applied an excessive amount of thermal paste. Based on photographs of a stripped down Y470 there seems to have been 3 or 4 tablespoons of thermal paste applied to the CPU instead of the typical recommendation of a small pea sized amount of thermal paste. After cleaning and applying the appropriate amount of thermal paste the CPU max temps dropped down to the low 70C's for most people. Naturally, do such a procedure voids the warranty.
 
I guess I could try a cooling pad but I have a feeling it isn't going to do much. There aren't very many cooling slots on the bottom of the laptop and the few that there are, they are kind of small. Didn't really see to many reviews about heat problems but this laptop might be one that just tends to run hot, compleatly stable but hot.

I was going to wipe and clean the CPU and graphics chip the problem is that there is a sticker over the heatsink and if I break the seal the warranty is void. I wanted to avoid voiding doing that until the warranty is up.
 

In addition, don't forget to use a table fan to blow some air on and around the laptop. All of these things have incremental additive effects.