Nickelodeon has started to flesh out the $100 million casual games strategy it announced last year, saying it will develop a huge 600 titles in the next few years.
The company says that it has some 25 million unique users already playing the games it has online, with its nearest competitor being Yahoo Games which reputedly has 15.5 million users.
Video games giant Electronic Arts (presumably via its Pogo.com portal) and Disney have 12 million players each.
Nickelodeon's games will be hosted on a number of sites - according to Yahoo, "that correspond to a variety of kids-related demos: pre-schoolers, tweens, teenage boys, moms".
The report adds: "The greatest growth prospects appears to be with the ones that aim just above the youngest players" - meaning that the games on the channel's Nick.com site will get the biggest push.