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 "take it or leave it" attitude prioritizing edgy content and shocking moments 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 gave way to a "Unique & Universal" strategy. The focus now lies on creating original content accessible to a wider audience—a shift towards marketability and user-friendliness.

Wada uses a striking metaphor: "It's like giving players poison that kills them in a pretty package." The "pretty package" represents appealing aesthetics, likable characters, and humor designed for broad appeal, while the "poison" symbolizes Atlus' continued commitment to intense and surprising moments. This "Unique & Universal" strategy, Wada confirms, will underpin future Persona titles.