I used to have a EVGA 260 and that GPU generates a lot of heat. It's not your problem, the GPU itself has its built in heater lol
Room temperature contributes to the heat as well so you really need a better air flow. What I used to do with my card is to manually set up the fan speed to 100% when playing games.
I also connected a 80mm case fan wired to the GPU to increase the airflow going in it because setting the GPU's fan speed to 100% rapidly decreases its life. The case fan speed is always on max and runs 24/7 without harming the GPU plus it was just 3 dollars so its a win - win for me and the card.