Board Software
MSI Center is the company's motherboard software that provides Windows-based RGB lighting, fan control and overclocking amongst other things. The lighting and fan control are likely the ones you'll want to consider, with the former being called Mystic Light, that offers the usual color pallet and lighting effects as well as individual header control.
Cooling Wizard offers decent control over your fans, albeit with fewer options than the EFI, but you can switch between temperature sources, view real time RPMs on the same page and even switch back to the settings you applied in the EFI using BIOS mode. It's also useful to be able to limit the installation to just specific items rather than installing a load of bloatware, although the software itself can be a little slow and laggy.