Yoshida joined Sony Computer Entertainment Interational in 1993, and was one of the initial members in establishing the PlayStation business. Later, He was appointed producer of the Product Development Department in April 1996, and joined Sony Computer Entertainment America as VP of Product Development in April 2000. Since then he held various positions in product development, producing many of the SCEA-made franchises.
In February 2007, Yoshida was promoted to Senior Vice President, US Studios, SCE Worldwide Studios.
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