A flame simulating assembly comprising: at least one light source for producing light; a screen to which the light from said at least one light source is directed, to provide a plurality of images of flickering flames thereon; a rotatable flicker element comprising: an elongate rod defined by an axis thereof about which the rod is rotatable; a plurality of paddle elements located in respective predetermined locations on the rod, each said paddle element comprising at least one body portion having at least one reflective surface thereon, said at least one reflective surface comprising a central region and a perimeter region at least partially located around the central region, the perimeter region at least partially defining a perimeter plane; the paddle elements being located in the respective predetermined locations therefor to position the perimeter plane substantially perpendicular to the axis, for intermittently reflecting the light from said at least one light source from said at least one reflective surface to predetermined regions on the screen respectively as the flicker element rotates about the axis, to provide the images of flickering flames on the screen; and the central region being substantially non-planar, having a first side and a second side, the central region on the first side being at least partially convex relative to the perimeter region on the first side and the central region on the second side being at least partially concave relative to the perimeter region on the second side, and the perimeter region being at least partially planar, to cause the light reflected therefrom to the screen as the flicker element rotates to have varying intensity at the respective predetermined regions on the screen, characterized by: the perimeter region comprising at least one middle part and at least one side part, said at least one middle part being at least partially defined by at least one channel partially separating said at least one middle part and said at least one side part. at least one light source for producing light; a screen to which the light from said at least one light source is directed, to provide a plurality of images of flickering flames thereon; a rotatable flicker element comprising: an elongate rod defined by an axis thereof about which the rod is rotatable; a plurality of paddle elements located in respective predetermined locations on the rod, each said paddle element comprising at least one body portion having at least one reflective surface thereon, said at least one reflective surface comprising a central region and a perimeter region at least partially located around the central region, the perimeter region at least partially defining a perimeter plane; the paddle elements being located in the respective predetermined locations therefor to position the perimeter plane substantially perpendicular to the axis, for intermittently reflecting the light from said at least one light source from said at least one reflective surface to predetermined regions on the screen respectively as the flicker element rotates about the axis, to provide the images of flickering flames on the screen; and an elongate rod defined by an axis thereof about which the rod is rotatable; a plurality of paddle elements located in respective predetermined locations on the rod, each said paddle element comprising at least one body portion having at least one reflective surface thereon, said at least one reflective surface comprising a central region and a perimeter region at least partially located around the central region, the perimeter region at least partially defining a perimeter plane; the paddle elements being located in the respective predetermined locations therefor to position the perimeter plane substantially perpendicular to the axis, for intermittently reflecting the light from said at least one light source from said at least one reflective surface to predetermined regions on the screen respectively as the flicker element rotates about the axis, to provide the images of flickering flames on the screen; and the central region being substantially non-planar, having a first side and a second side, the central region on the first side being at least partially convex relative to the perimeter region on the first side and the central region on the second side being at least partially concave relative to the perimeter region on the second side, and the perimeter region being at least partially planar, to cause the light reflected therefrom to the screen as the flicker element rotates to have varying intensity at the respective predetermined regions on the screen, characterized by: the perimeter region comprising at least one middle part and at least one side part, said at least one middle part being at least partially defined by at least one channel partially separating said at least one middle part and said at least one side part.