Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to this, Atlus adhered to a philosophy Wada terms "Only One," prioritizing edginess, shock value, and memorable moments, with a "take it or leave it" attitude towards audience reception.
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 was replaced by a "Unique & Universal" strategy. The focus shifted to creating original content with broader appeal, making games more accessible and engaging. This marked a transition towards considering market viability.
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, while the "poison" is Atlus' continued commitment to intense and surprising moments. Wada confirms that this "Unique & Universal" approach will underpin future Persona titles.
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