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 adhered to 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 market considerations were almost taboo within the company's culture before Persona 3. However, the game marked a shift to a "Unique & Universal" approach. Atlus began focusing on creating original content with wider accessibility, essentially incorporating market analysis into their development process to improve user experience 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 relatable characters, attracting a broader audience, while the "poison" is Atlus' continued commitment to intense and surprising narrative elements. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.