Building an Ecosystem of 3D Tools to Empower Creators - Thaisa Yamamura

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With over a decade in XR and a career that began in marketing and product development, Thaisa Yamamura is dedicated to bridging the gap between complex engineering and creative user needs, bringing innovative 3D, XR, and spatial computing technologies from prototype to market.

Thaisa Yamamura is the Head of XR Products and Business Development at Sony Electronics, where she leads the creation and launch of XYN, Sony’s new end-to-end ecosystem of 3D tools for creators.

Key Takeaways:

• End-to-End 3D Ecosystem: Thaisa spearheaded the launch of XYN, a suite of creator-first tools including easy 3D capture (using Gaussian splatting, iPhone & Sony cameras), real-time motion capture (mocopi sensors), and high-resolution glasses-free 3D spatial displays—a pipeline designed to bring 6DoF content creation to professionals and beginners alike.
• Customer-Obsessed Product Development: From conducting on-the-ground CES research to incorporating real user feedback (like PC streaming for mocopi), Thaisa’s approach is deeply user-driven and iterative, often involving direct partnerships with engineers, the creative community, and early adopters.
• Versatile Applications: The XYN ecosystem not only supports creators in entertainment and gaming, but is already impacting industries such as virtual production and healthcare (e.g., using Sony’s Spatial Reality Display to view medical DICOM files in true 3D).
• Collaboration & Partnerships: Thaisa advocates for leveraging industry partners and existing tech—rather than “solutioning” for its own sake—to deliver integrated, rapidly evolving products. She sees her role as “the messenger and connector,” translating user insights into engineering action and aligning stakeholders for maximum impact.
• Empowering Women in Tech: As one of the only women at the table for much of her career, Thaisa is committed to mentoring globally and creating more opportunities for women in XR and tech—while celebrating her diverse, women-led team at Sony.

Thaisa’s current focus is on gathering feedback for XYN’s spatial capturing solution and broadening its real-world adoption from virtual film sets to next-gen indie content, with plans for expanded collaboration and community engagement in the near future.
About Thaisa Yamamura - Sony Electronics.

Thaisa Yamamura is the Director of XR Business and Product Development for Sony Electronics, with a career spanning over 20 years across Brazil, Japan, and the United States. She currently leads XR initiatives from Los Angeles, focusing on immersive technology, strategic product and business development.
She played a central role in launching the new 3DCG solution XYN™ (/zin/)—an integrated software and hardware platform that supports the creation of spatial content. Thaisa introduced XYN™ on the main stage at Sony CES 2025, mar

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