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 calls "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shocking moments over broad appeal.

Wada notes that pre-Persona 3, market considerations were almost taboo within the company culture. However, Persona 3 shifted Atlus' approach to what Wada terms "Unique & Universal," replacing the "Only One" strategy. The company focused on creating original content with broader accessibility and user-friendliness. In essence, Atlus began actively considering market viability, aiming for engaging experiences.

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