Yoshida joined SCEI in 1993, and was one of the initial members in establishing the PlayStation business. He was appointed Producer of the Product Development Department in April 1996, and joined Sony Computer Entertainment America Inc. as Vice President of Product Development in April 2000, where he held various positions in product development, producing many global best selling franchise titles. In February 2007, Yoshida was promoted to Senior Vice President, US Studios, SCE WWS.

"SCE WWS has been developing global hit titles, sharing resources and know-how within SCE Group since its foundation, and we will reinforce our software business by further enhancing coordination among the studios under a new leader," said Kazuo Hirai, President and Group CEO, SCEI. "Under the leadership of Yoshida, who has proven track record in managing creative talent, SCE WWS will accelerate the software development for the PS3 and PSP platforms and vigorously expand the gaming market."