this has started happening to me recently. bought my card brand new last december. sparked for the first time about a week ago, just did it again. both times i was playing gta 5, the card had been running 50%-(mainly)100% for a few hours on end, then would randomly shutoff. I would look at my computer and both times sparks came from what looked like the middle of the pcb of the card. it sits sideways in my 250d so i could tell the sparks were coming from my gpu. I never let the card get above 75c and i have it mildly overclocked using msi afterburner. With nvidias gpu boost 2.0 and afterburner's overclocking/voltage limits the card should be perfectly fine with the overclock i have set. I think it boosts to 1123, and i have +100 mhz set for mem. Anyway i remember seeing some threads about these cards catching fire or burning out so im going to contact msi today and hopefully they will help me settle this. I really dont want the card i spent 500$ on to burn out in a year..
I should also add that I had started hearing the card coil whine a month or two ago, and some people have had their capacitors burn out on this card. I'm definitely going to return it to stock clocks, and not push it too hard until i can get ahold of msi.