Board Software
For utilities, ASRock has kept it minimal. There is App Shop, which offers a wide range of software, as well as a Live Update feature for drivers and the "PolyChromeRGB" LED software and "Restart to UEFI" applet.
Last and maybe most relevant is A-Tuning: ASRock's in-OS overclocking and hardware monitoring app. A-Tuning also has fan-control options.