It could be a temperature related problem on the GPU.
I would suggest downloading NTune from
HERE
Once downloaded, install it and it will give you quite a few addtional options on your NVidia Control Panel.
Open up the different options until you fine the option that showns an EULA (End User License Agreement), I can't remember exactly which one it is. The agreement is there because the specific area allows overclocking to the GPU etc, however, we aren't going to overclock it.
Go into that area and fine the fan speed settings, it should be toward the bottom of the page. It will probably be set to 'automatic', change the tick box to set it to manual and the user the slider bar to set the fan speed to 100%. This will increase noise in your system but it mainly for testing at this stage.
When you have set the fan speed to 100% accept the changes and play you game. See if it makes any difference and if it still crashes.
If the crashes stop they the problem is heat related and you have a few options. You can keep running NTune to adjust the fan speeds when you want to play (change it back to automatic when not gaming in order to prelong the fans life, running it at 100% will reduce its life). Or you could but an after market GPU cooler and fit that too it.
This may, or may not, solve your problem, however I am a firm believer in trying almost anything when it doesn't costs anything
