<![CDATA[Digital transformation has reshaped patterns of entertainment consumption, including in the game console industry such as PlayStation rentals. This study was conducted in response to the urgency for business actors to adapt their strategies to remain competitive in the digital era. The purpose of this research is to identify and analyze the business development strategies of PlayStation rental services through digital approaches, such as online promotion, digital booking systems, and service integration via mobile applications. This research uses a quantitative method with a descriptive approach. Respondents consist of business owners and customers of PlayStation rentals in urban areas. The findings indicate that digital technology adoption significantly improves market reach, operational efficiency, and customer experience. The implications of this research highlight the importance of digital transformation as a key element in the development of PlayStation rental businesses. This study also contributes to the development of technology-based business strategies relevant to the needs of today’s digital generation.]]>
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