This study aims to analyze the marketing strategies implemented by Gurita Playground, an indoor children's playground located in Denpasar, Bali. The background of this study is based on the decline in the number of visitors and the failure to achieve monthly sales targets, despite the company's various promotional efforts. This study uses a SWOT analysis approach to evaluate the strengths, weaknesses, opportunities, and threats faced by the company, and to formulate an optimal marketing strategy. Data were obtained through observation, interviews, questionnaires, and documentation, using a purposive sampling technique with six respondents from internal and external parties. The analysis results show that Gurita Playground's main strengths are its strategic location, unique play facilities, and the presence of a family cafe. However, weaknesses such as the lack of digital promotional innovation, high ticket prices, and negative reviews related to cleanliness hinder business growth. On the other hand, increasing parental awareness of the importance of educational playgrounds and the trend of family events present opportunities that can be exploited. The recommended strategy is an aggressive strategy (SO), which utilizes internal strengths to seize external opportunities, such as strengthening digital promotions, holding educational events, establishing partnerships with schools and parenting communities, and developing innovative play facilities. This strategy is expected to increase competitiveness, attract more visitors, and drive sustainable sales growth.