Asmodeus

Asmodeus is the unchallenged ruler of the devils, a being of strange and frightening appearance. As with his hated rival Mephistopheles, no one knows the full extent of his power. Unlike the lord of demons, however, Asmodeus is subtle and cunning. Mephistopheles wants to destroy everything; Asmodeus wants to rule it. He believes he can achieve this by playing on the lowest of human feelings, greed, so he gladly hands out power and riches to those who honor him and his Arch Devils, knowing that in doing so he slowly takes hold of their souls.

He can take any shape he likes, but most often appears as a remarkably handsome humanoid with horns. In that form his charm and presence are so strong that few can resist him. He is said to love gambling with mortals, especially for high stakes, and to enjoy the very vices he and his servants encourage in mankind, which is why he is said to visit the material plane now and then in mortal disguise to admire his work at close quarters.