Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to this, Atlus operated under a philosophy Wada calls "Only One," characterized by a "like it or lump it" attitude prioritizing edgy content and shock value over broad appeal.

Wada notes that market considerations were previously considered almost taboo within the company culture. Persona 3, however, marked a shift to a "Unique & Universal" approach. This new strategy focused on creating original content accessible to a wider audience, incorporating market analysis and prioritizing user-friendliness and engagement.

Wada uses the analogy of "poison in pretty packaging" to describe this balance. The "pretty package" represents stylish design and relatable characters, while the "poison" is Atlus's continued commitment to impactful and surprising moments. This "Unique & Universal" strategy, Wada asserts, will underpin future Persona titles.