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 this, Atlus operated under a philosophy Wada terms "Only One," prioritizing edginess, shock value, and memorable moments, with a "like it or lump it" attitude towards audience reception. Market viability was, according to Wada, almost considered inappropriate within the company culture.

Persona 3, however, marked a shift. The "Only One" approach was replaced by a "Unique & Universal" strategy. Atlus now focuses on creating original content with broader appeal, actively considering market factors and prioritizing user-friendly design and engaging gameplay.

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