Edit: I loaded some older drivers (280.19, had been using 285.79) and played for about 5 minutes with no crash.
i dont have this game, but i did note that on other games when running the nvidia beta 290+ drivers i had random crashes, system locks etc.
almost all semeed to happen when in "span" mode, if i went back to one monitor everything was fine. but thats now why i got a triple screen setup!!
i think the latest drivers i was happy with stuff like skyrim and saints row 3, but playing anything else seems to have a ton of troubles.. at least for me it does. i have the THQ pack on steam and alot of THQ games work with 3x screens. but i was getting all kinda crashes after the update :P
revved back to 285 or 284, not at home ATM, and things are much better in span mode (which i am "always" in)
so it could be related to drivers for you too