Need Help Fellow Pc Gamers 780 non ti or r9 290?

its time for me to upgrade its been a year now ive been gaming on pc. only upgrade ive done so far is cpu at first i had an amd 955 black edition cpu now i have i5-2500k. The gpu i have now is 7770 it works fine but want more fps. i also have 8gb ram and cx600 psu. Any help would be appreciated :)

Either. They perform similarly across a good number of games. One might beat the other in a specific title. I would choose whichever is cheapest.

Potentially, you could find an R9 290 with a free copy of Battlefield 4. Might sweeten that choice.