Two things come to mind immediately.
First, the more probably one is that you do not have adequate airflow inside of and around your PC case. New video cards run hot enough to cook a goat, and for serious gaming you NEED to have good airflow within your case in order for the cards to not throttle back and/or fry themselves. Make sure your case has good, working fans, and that they're moving a good amount of air in a consistent direction, usually front to back and down to up.
Second, it is possible that you have a defective card and/or defective cooling fan. This is not that likely, but it still happens. Check to make sure the fan is spooled all the way up during intense gaming sessions and that you can discern a reasonable airflow coming from the card's exhaust vents.
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