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 calls "Only One," prioritizing edginess and shock value above all else. The prevailing attitude, as he describes it, was essentially "they'll either love it or hate it." Market viability was, according to Wada, almost considered inappropriate within the company culture.

Persona 3, however, marked a shift. Wada contrasts the pre- and post-Persona 3 approaches as "Only One" versus "Unique & Universal." The latter strategy emphasizes creating original content with broader appeal, acknowledging market considerations and focusing on user-friendliness and engagement. In essence, Atlus began prioritizing accessibility while retaining its signature style.

Wada uses a striking metaphor: "It's like giving players poison that kills them in a pretty package." The "pretty package" represents appealing design elements and likable characters, while the "poison" is Atlus's continued commitment to intense and surprising moments. This "Unique & Universal" approach, Wada asserts, will underpin future Persona titles.