Atlus' approach to making Persona games is reminiscent of “deadly poison in a sweet shell”

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 laissez-faire attitude towards audience reception—"if they like it, they like it; if they don't, they don't." This approach prioritized edgy content, shock value, and memorable, albeit potentially polarizing, experiences.

Wada highlights that pre-Persona 3, market considerations were almost taboo within the company culture. However, Persona 3 prompted a shift. The "Only One" philosophy gave way to a "Unique & Universal" approach. Atlus now focuses on creating original content with broader appeal and accessibility. In essence, the company began prioritizing market viability, aiming for user-friendly and engaging experiences.

Wada uses a compelling metaphor: "It's like giving players poison that kills them in a pretty package." The "pretty package" represents stylish design and appealing, humorous characters designed for mass appeal; the "poison" is Atlus's enduring commitment to powerful and surprising narrative moments. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.