Replace the TIM on the MSI. They are usually pretty strict about RMAs though. I've heard stories both ways on whether the stickers on them mean anything. Yours should also have those stickers on the screws that break if you are to remove the HSF assembly. Many OEMs are pretty sloppy with the TIM, often applying way too much or way too little.
I have run a 290 msi gaming card since day one océd to 1050 and never seen it go past 80c in games. Maybe your case is not pushing enough air though it?
i will have to ask the retailer and MSI for permission, but i think it will be very hard, my retailer will simple ask the card back and will take 30 to give me another card LOL
my case is a HAF 932 with custom coolers all above 67 CMF and mostly above 85 CMF, except for the top ones(which is my H100i) they pull air and i dont know their CMF but i think its close to 65? anyway i dont think its the case, my old R9 290 Tri-X would not even get close to these temps with Furmark LOL, i remenber it going tops 82 C° with furmark