London: The biggest, most important and richest city in England in the late medieval and early modern periods. The Guilds played a major role in the lives of London's citizens, controlling the way in which trade, manufacturing, and business was conducted in the city. The members of the Guilds were rich men, who were appointed to the most influential positions in the community and wielded immense civic power. The chief representative of the Guilds became the Lord Mayor of London, and the leading delegates of the Guilds became his Aldermen. The Guilds ran the city and controlled its commerce - each had its own Hall and its own Coat of Arms. In Guilds of London, players endeavor to place their liverymen in strategic Guilds, building their power base to achieve the status of Master in many of them.