Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to its launch, Atlus adhered to a philosophy Wada terms "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shocking moments over broad appeal.
Wada notes that pre-Persona 3, market considerations were almost taboo within the company culture. However, Persona 3 shifted Atlus' approach. The "Only One" philosophy gave way to "Unique & Universal," focusing on creating original content with broader accessibility. In essence, Atlus began actively considering market viability, aiming for user-friendly and engaging experiences.
Wada uses a striking analogy: "It's like giving players poison that kills them in a pretty package." The "pretty package" represents stylish design and appealing characters, broadening the game's reach, while the "poison" is Atlus' continued commitment to intense and surprising narrative elements. Wada confirms this "Unique & Universal" strategy will underpin future Persona titles.
