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 "if they like it, they like it; if they don't, they don't" approach. This prioritized edginess, shock value, and memorable moments, with market considerations deemed almost inappropriate within the company culture.

However, Persona 3 marked a shift. Wada describes the post-Persona 3 strategy as "Unique & Universal," replacing the "Only One" philosophy. Atlus focused on creating original content accessible to a wider audience. In essence, market appeal became a significant factor, emphasizing user-friendly and engaging experiences.

Wada uses the analogy, "In short, 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 appeal, while the "poison" is Atlus's continued commitment to powerful and surprising moments. Wada confirms that this "Unique & Universal" approach will underpin future Persona titles.