Kazuhisa Wada highlights that the launch of Persona 3 in 2006 marked a pivotal moment for Atlus, shifting their approach from the "Only One" philosophy to what he terms the "Unique & Universal" strategy. Prior to Persona 3, Atlus adhered to the "Only One" ethos, which emphasized edginess, shock value, and impactful moments with an attitude of "if they like it, they like it; if they don't, they don't." This approach paid little attention to marketability, viewing considerations of a game's commercial potential as almost "unseemly."
However, Persona 3 catalyzed a significant change in Atlus' values. The new "Unique & Universal" policy focused on creating original content that could resonate with a wider audience. This meant Atlus began to prioritize the market appeal of their games, making them more accessible and engaging.
Wada uses a striking metaphor to describe this shift: "In short, it's like giving players poison that kills them in a pretty package." Here, the "poison" represents Atlus' traditional commitment to powerful and shocking experiences, while the "pretty package" is the modern, appealing design and relatable, humorous characters that attract a broader audience. Wada asserts that this "Unique & Universal" approach will continue to underpin the development of future Persona games.
