After coming runner-up in this event two out of the first three years, Chris Ferguson has finally won the NBC Heads-Up Championship.

The action in the final hand began when Ferguson raised to $25,000 from the button and Bloch called. The flop rolled out 10 3 7; Bloch checked, and after a $35k continuation bet from Jesus, Bloch re-popped it to $105k total. Ferguson flat-called and the turn came the 7. Bloch bet out, this time making it $150k, and Jesus shipped.

Bloch tanked for an eternity, even flipping a coin to help make his decision, before making the call for his tournament life. Bloch needed a ten or a spade with 10 4 against Ferguson's J J, but the 7 river gave Ferguson the win. He banks $500k and gets the monkey off his back. Bloch will grab $250k for second.

Check back in a few for an interview with our winner. For a recap of the day's action by PL.com's Martin Derbyshire check out the trademark wrap-up blog.

The blinds are up and after he picked up a number of smallish pots, Ferguson's lead is growing.

The announcer was out of commission for one reason or another so the details of this hand are a little hazy. On a flop of T 6 2 Andy Bloch checked and Jesus bet out. Bloch then check-raised and Ferguson, in an uncharacteristically quick move, re-raised. Bloch thought for a moment before letting it go. Ferguson now has a small chip lead.

We're tied at one and one. This match will decide it all. Chris Ferguson has finished second twice in this event already and must be aching for the win. Bloch has had his own taste of being runner-up, losing the marathon 2006 $50k H.O.R.S.E. match against Chip Reese, so we know he's keen on taking it down as well. Only time will tell though as we roll the blinds back to $3k/$6k and both players take back their $640,000 starting stacks.

It's one and one now that Chris Ferguson has taken down the second match of this finale. Bloch was short-stacked after losing that big race a few moments ago and called all-in after Jesus shipped. Q Q for Jesus was in dominating shape against Bloch's K 3 and things only got worse as the flop came Q J 2.

Bloch was looking for a miracle, but the turn was just the opposite, bringing the Q. A shriek of delight went up from the crowd as Bloch was drawing dead on the river. We'll be back in a few minutes to decide who's walking away with the title and the half million.

Chris Ferguson has all but won the second leg here. He made it $100k to go pre-flop and got the call from Bloch. When the flop came 10 5 4 Bloch shoved and Chris made the call.

It was 7 6 for the up-and-down straight draw and back door flush draw for Bloch against Ferguson's J J. Bloch picked up some additional outs when the 6 came on the turn, but the 9 on the end didn't do it for him.

Ferguson grabs a huge lead and should soon take this heat down.

Andy Bloch had a more than 2-1 chip lead but just blew it calling with 3 3 after Chris Ferguson shoved. Jesus held the Q J and he took the lead on the Q 6 5 flop. Bloch gained some extra outs when the 7 hit the turn, but the 7 river ensured a Ferguson double.

Although Bloch retains the chip lead it is now just a slim advantage.

We're into another level and the blinds are now sitting at $15,000/$30,000. With Ferguson down around $400k he'll soon be forced to make a move.

Andy Bloch just took down a big pot which has secured him a decisive lead in the match. Bloch opened to $40,000 from the button and got a call from Ferguson in the big blind. The flop came down Q J 4 and after a check from Jesus, Bloch fired $50,000. Ferguson took a few minutes to think before announcing raise, adding another $150,000 on top.

Now it was Bloch's turn to tank. He took a short dwell before announcing all-in. If you haven't figured it out by now, both these players like to take their time. Ferguson then went into the tank and spent a few minutes mulling it over.

Jesus eventually opted to release his hand and concede the pot. Bloch is now up over $800,000... about twice Ferguson's $400k.

Andy Bloch has struck back in the match, value betting two pair on the river and getting Chris Ferguson to pay him off. The $100,000+ pot brings Bloch close to even now and things are just starting to loosen up a little here at Caesars.