If it is just now happening. You should try cleaning out your computer with a can of compressed air.
I agree about cleaning the internals out.Fans will always be on during gaming obviously as you know. Have you been running anything recently that also may put strain on the CPU or GPU?
Which fan is it? A cooling fan or a GPU fan?
...lolall your fans turn on when you start up your PCFor me, though, my GPUs' fans have always been loud.