Windows 7: Gaming Notebook shutdowns during gameplay

I'm running an MSI GT780DX

Specs:
Operating System – Windows7 with Home Premium 64-bit
Processor- Intel® Core™ i7-2630QM CPU 2.20 GHz
Chipset- Intel® HM67
Memory-8GB DDR3
Graphics- NVIDIA® GeForce® GTX 570M
Storage- 688 GB

I've had the laptop since December 26 2011 and have had no problems with it up until about a month and a half ago. Games that I would be able to run flawlessly in the past such as Deadspace 2, Crysis 2, Battlefield 3, are causing my computer to slowdown at certain parts, and shutdown completely.

After about 10-15 minutes on average (sometimes far less) the screen will turn black followed by a complete shutdown with no error, or restart.



The laptop comes with a turbo cooling button for the fans which I as of late have been running hoping it would help. I'm not entirely sure if the problem is overheating.. but I guess it could be a variety of things causing this. I've done a complete wipe and fresh install of windows just recently and all drivers are up to date.

I'm wondering if anyone has any idea of what's causing this.. hopefully not a hardware issue, but it'd be better to know if it is than not.