Kazuhisa Wada identifies the 2006 release of Persona 3 as a pivotal moment. Prior to its launch, Atlus adhered to a philosophy Wada calls "Only One," characterized by a "if they like it, they like it; if they don't, they don't" approach. This prioritized edginess, shock value, and memorable moments, with market considerations deemed almost "unseemly."

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

Wada uses a striking analogy: "In short, 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" symbolizes Atlus's continued commitment to strong and surprising moments. Wada asserts this "Unique & Universal" strategy will underpin future Persona titles.