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 "like it or lump it" attitude that prioritized edgy content, shock value, and memorable scenes. Market viability, Wada notes, was almost considered inappropriate within the company culture.

Persona 3, however, marked a shift. Wada describes the subsequent approach as "Unique & Universal," replacing the "Only One" strategy. The focus changed to creating original content accessible to a wider audience. In essence, Atlus began prioritizing market appeal, aiming for user-friendly and engaging experiences.

Wada uses a striking analogy: "It's like giving players poison that kills them in a pretty package." The "delicious coating" represents stylish design and appealing, humorous characters broadening the game's reach, while the "poison" is Atlus's continued commitment to impactful and surprising moments. This "Unique & Universal" approach, Wada asserts, will underpin future Persona titles.