My fiance and I have been playing off and on since launch and we always had issues with heat. It got to the point we were unable to play for a time. He has the Asus G51J laptop with a GTX 360M, mine is a desktop running GTX 470.

His temps would go up around 100c, and his laptop would shut off or crash. There isn't much I found that can be done to help temps on laptops. I don't really think they are meant for gaming from what I have seen so far. >.< I can tell you the few things we did to help his laptop.
In order to be able to play it on the laptop we had to do a few things.
We got something similar to this to prop it up and give it more air.
http://www.amazon.com/Safco-Model-La...943405&sr=1-22

After propping it up we had to get an external fan, and operate on the bottom cover to give the laptop more airflow since they are designed so terribly. We replaced the thermal glue with some pretty nice stuff. All of that together brought it down quite a bit. The temps he is playing at lately is about 85c. He has to have it propped up and a fan on it. I believe you can get one from amazon as well.
We were thinking about trying this later on.
http://www.amazon.com/Thermaltake-Mo...9944302&sr=1-4
If we do we can let you know how it turns out if you like. For now the bigger fan setup is ok.

As far as anyone having trouble with desktops:
Mine would go to 95-100 as well, but I always shut down the game when this happened. My temporary solution was to take off the side of my tower and put a huge fan blowing into it. It got my temps down to 85-90c, but I really didn't like this solution. I will say that the stock fan on these cards are TERRIBLE. -.- I looked around the internet forever for cooling solutions and what worked for me is replacing that stock fan with this:
http://www.zalman.com/ENG/product/Pr...ad.asp?idx=407
That site also has other small fans but I have not tried any yet.
That fan fixed my issues with overheating and I was able to set most of my graphics on high and use draw distance without any issues. My temps are normally at 60-70c now during play. It wasn't difficult to install and if you have desktop overheating it really helps.

I'm sorry I can't be more help. If you are able to get a desktop to play FFXIV that might be better. Good luck. ^-^