That's the area where your GPU is located. As long as temperatures are below 100C, you shouldn't worry. In fact, I think you shouldn't even reach 90C with the new cooling system architecture. The blower is normal since the right fan goes to 100% speed to cool down your GPU.
What temperature are you seeing for the CPU and GPU when playing? You can check using free software: Speedfan, Speccy, GPU Tweak, MSI afterburner, etc.