My new 980 ti running at a OC of 1444/7400 is getting up to 66c average in Witcher 3 with gpu usage hovering around 80-90%. Voltage is untouched and hwinfo says my core voltage goes up to 1.193V max. Kinda disappointing as my old 1500mhz 970 on air used to run at 71c in witcher 3 99% usage. 
Other graphically intensive games such as SW:Battlefront run at 60c at 70-80% gpu usage and Arkham Knight at 60c at around 65% gpu usage.
 
Here's a picture of my setup, I don't think I'm doing anything wrong with it.

The intakes at the front are x2 AF140 QE and the 3 other fans on the rads are sp120 QE. All running at their max RPM and connected to the motherboard.
 
Could people with the card and OCs try out Witcher 3 a bit, especially in the main city, to see how their temps are? They hover around 60c for about 5 mins then run around 66c consistently after that for me in this game.
Would appreciate any advice.

How are other games running? What are Temps like in those?

You could try changing the TIM under the AIO to make sure it has good contact and spread. It may just have a bad application from the factory.

Every other game runs at 58-60c. ProjectCARs, Mad Max, Arkham Knight, MGS5, Battlefront, GTA5, Killing Floor 2, Fallout 4 etc. Witcher 3 runs at 66-67c though. My ambient is 25c and the card idles at 32c.  Temps are much higher than what other people are reporting.
 
I'm going to setup my gentle typhoons ap-15s in push+pull on this thing tomorrow. If that doesn't work, I'll try re-applying the tim.

Turn the fan around to suck outsider air instead of pulling from internal air.  I turned my fan around before I even installed it for the first time.

42-45 'C 1470/8100 1.27V when OCing and testing with full fan and pump speed, ambient 18-20.
ar. 50 when PWM mode and gaming.
 
radiators: EK 240+320