The game is capped to 60 FPS but since alpha is unoptimized its entirely possible that it needs to utilize more GPU resources to reach 60 FPS than other games (especially on Ultra).
Fans on top speed = near-100% GPU utilization usually, so I'd say lower your graphics settings and see if it makes any difference (disabling AA, SSAO and shadows seems to make the biggest difference).
Btw, does this occur in the main menu too, or only ingame?
GPU fans are reaching top speed (and make most of the noise) when the game is already started.
I've already tested ALL graphical settings (from very low up to ultra) and tried to on/off other video settings - unfortunately it doesn't make any difference.
Well, I guessed it's a problem of game's optimization because I'm 100% sure my GPU is ok - I can play games like Crysis 3 or Far Cry 3 for a few hours and barely hear the fans of my GPU.
