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Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to this, Atlus operated under a philosophy Wada terms "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shock value 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 was replaced by "Unique & Universal," focusing on creating original content accessible to a wider audience. In essence, Atlus began prioritizing market viability, aiming for user-friendly and engaging experiences.
Wada uses the analogy of "poison in pretty packaging" to describe this change. The "pretty package" represents stylish design and appealing characters, broadening the game's appeal, while the "poison" is Atlus's continued commitment to intense and surprising moments. Wada confirms that the "Unique & Universal" strategy will underpin future Persona titles.
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