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 "take it or leave it" attitude prioritizing edgy content and shock value over broad appeal.

Wada notes that market considerations were almost taboo within the company's culture before Persona 3. However, the game marked a shift to a "Unique & Universal" approach, focusing on creating original content with wider audience appeal. Essentially, Atlus began actively considering market viability, 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 "pretty package" represents stylish design and appealing characters, while the "poison" remains Atlus' commitment to intense and surprising moments. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.