Welcome to the forum!
Tells us about your case and case fan configuration. Also what TIM did you use and how was it applied?
Do you have positive airflow?
You can go with an adaptive setting in the bios that might help lower temps when idle and under minimal stress.
Your idle temps are directly correlated with your ambient temps.
72c playing BF4 is completely acceptable.
Intel i9 10850K@ 5.3GHz
ASUS ROG Strix Z490-E
Corsair H115i Pro XT
G.Skill TridentZ@ 3600MHz CL14 2x16GB
EVGA RTX 3090 Ti FWT3 Ultra
OS: WD Black SN850 1TB NVMe M.2
Storage: WD Blue SN550 2TB NVMe M.2
EVGA SuperNova 1200 P2
ASUS ROG Strix Helios GX601