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 "like it or lump it" attitude prioritizing edginess, shock value, and memorable moments. Market viability, Wada notes, was almost considered inappropriate within the company culture.

Persona 3, however, shifted Atlus' approach. Wada contrasts the pre-Persona 3 "Only One" with the subsequent "Unique & Universal" strategy. This new focus prioritized creating original content accessible to a wider audience. In essence, Atlus began considering market appeal, 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 "delicious coating" represents stylish design and appealing, humorous characters broadening the game's reach, while the "poison" is Atlus's enduring commitment to powerful and surprising moments. This "Unique & Universal" approach, Wada asserts, will underpin future Persona titles.