Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to this, Atlus operated under a philosophy Wada terms "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shock value 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 was replaced with a "Unique & Universal" strategy. The focus became creating original content accessible to a wider audience. In essence, Atlus began prioritizing market viability, crafting games that were both engaging and user-friendly.
Wada uses the analogy of "poison in pretty packaging" to describe this shift. The "poison"—Atlus's traditional commitment to intense and surprising moments—is now presented in an appealing wrapper of stylish design and relatable, humorous characters. He asserts that this "Unique & Universal" approach will underpin future Persona titles.
