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 "take it or leave 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. The "Only One" philosophy gave way to a "Unique & Universal" strategy. The company focused on creating original content accessible to a wider audience, effectively incorporating market analysis into its development process to ensure user-friendliness and engagement.

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, broadening the game's reach, while the "poison" symbolizes Atlus' continued commitment to intense and surprising experiences. Wada confirms this "Unique & Universal" approach will underpin future Persona titles.