Well, I did a post around a month ago about similar situation. Then it didn't actually help whether I changed fan rotation or so, because it was practically cornered...
Almost similar situation has resurfaced:
When I start a game, it's almost 90% sure it will go around 95-100ºC. This is usual even with 100% fan speed. But when I change it even with 1%, it will return to somewhat normal temperatures in gaming time such as 60-70ºC.
Automated fan speed does not help, it climbs its way to 100% and is usually left with the ordinary 100ºC. If I change fan speed when GPU is at 60-70ºC, it will return to 95-100ºC.
Programs used to monitor heat:
HWMonitor
GPU Tweak/Monitor
Almost similar situation has resurfaced:
When I start a game, it's almost 90% sure it will go around 95-100ºC. This is usual even with 100% fan speed. But when I change it even with 1%, it will return to somewhat normal temperatures in gaming time such as 60-70ºC.
Automated fan speed does not help, it climbs its way to 100% and is usually left with the ordinary 100ºC. If I change fan speed when GPU is at 60-70ºC, it will return to 95-100ºC.
Programs used to monitor heat:
HWMonitor
GPU Tweak/Monitor