 SNK Playmore staff created Ash as an evil main character , in contrast to previous main characters . His moves have been reworked in every game in which he has appeared , gaining new techniques as a result of his actions or modified to balance the character roster . Critical response to Ash has been largely negative due to his androgynous appearance and his technique . In interviews and press releases , video game publisher UTV Ignition Entertainment noted that he was unpopular with Western gamers and his design was better suited to Japanese fans . 
