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Atlus' approach to making Persona games is reminiscent of “deadly poison in a sweet shell”

by Alexander Jan 25,2025

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 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" strategy gave way to "Unique & Universal," focusing on creating original content with wider audience appeal. In essence, Atlus began actively considering market viability, aiming for user-friendly and engaging experiences.

Wada uses the analogy of "poison in pretty packaging" to describe this evolution. The "poison"—Atlus's traditional commitment to intense and surprising content—is now presented in an attractive wrapper of stylish design and relatable, humorous characters. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.

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