Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to its launch, Atlus adhered to a philosophy Wada calls "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shocking moments over broad appeal.
Wada notes that market considerations were previously considered inappropriate within the company culture. However, Persona 3 shifted Atlus' approach. The "Only One" philosophy gave way to "Unique & Universal," focusing on creating original content accessible to a wider audience. In essence, Atlus began actively considering market viability, aiming for user-friendly and engaging experiences.
Wada uses the analogy of "poison in pretty packaging" to describe this shift. The "pretty package" represents stylish design and likable characters, attracting a broader player base, while the "poison" symbolizes Atlus's continued commitment to impactful and surprising moments. Wada asserts that this "Unique & Universal" strategy will underpin future Persona titles.
