When was the last time you blew out the dust from the card?
If your GPU is R9 290X ,such temperature is acceptable. Maybe it is your CPU has overheat
Run HWinfo64>sensors during game and see results.(upload pictures from sensors here)
get a can of compressed air and clean your video card
then installed MSI Afterburner and crank the fans up and see if the card is stable, if not you may need to redo the thermal material