In a Western monarchy, it has been customary, following the tradition of the Hellenistic monarchs and then the Roman emperors, for the currency to bear the head of the monarch on one side, which is almost always regarded as the obverse. This change happened in the coinage of Alexander the Great, which continued to be minted long after his death. After his conquest of ancient Egypt, he allowed himself to be depicted on the obverse of coins as a god-king, at least partly because he thought this would help secure the allegiance of the Egyptians, who had regarded their previous monarchs, the pharaohs, as divine. The various Hellenistic rulers who were his successors followed his tradition and kept their images on the obverse of coins.