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," prioritizing edginess and shock value, essentially betting on whether or not the audience would connect with their unique approach. Market viability was, according to Wada, almost considered inappropriate within the company culture.
Persona 3, however, marked a shift. The "Only One" philosophy gave way to a "Unique & Universal" approach. Atlus now focuses on creating original content with broader appeal, actively considering market trends and prioritizing user-friendliness and engagement.
Wada uses a striking analogy: "It's like giving players poison that kills them in a pretty package." The "pretty package" represents stylish design and relatable characters, while the "poison" is Atlus's continued commitment to intense and surprising narrative elements. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.