This just started happening to me, too. Crashes the entire OS. I get 15-30m of play time and then the video freezes and the computer becomes unresponsive.
Windows 10 64-bit
GeForce GTX 560 (latest drivers and GeForce Experience)
EDIT
More information – the game appears to play fine on my laptop (NVidia 330M), although the rig is a bit under-powered. Other graphic-intense games play fine on the desktop described above.