Apart of embarking on the first phase of its major push into online gaming this week, Nickelodeon/MTVN (NYSE: VIA) Kids and Family Group’s other big focus this year is on mobile, the company told us. The Viacom kid-focused unit is rolling out three new mobile websites related to its branded content from its Nickelodeon, The N and ParentsConnect main sites.

SEE ALSO: Nickelodeon’s Game Plan: 600 Casual Games Being Developed; 185 Games Planned For Nick.com Alone

The new mobile websites focus on the group’s target demos: kids and tweens, teens and parents. But for the most part, given the usage of mobile devices among that grouping rests with kids 13-years-old and up, that’s where Nickelodeon is aiming. Each WAP site will include a variety of kids’ games, pictures, and flipbooks, teen-oriented quizzes and blogs. The WAP sites will also have parenting info, events and news from its list of local city online channels. I spoke with Steve Youngwood, the group’s EVP for digital media, who offered a glimpse of the company’s mobile strategy.

—Games and mobile: The Nick mobile site, which has been in beta since the end of last year, represents the juncture of the group’s gaming and mobile focus. Once the WAP site officially launches, it will initially house more than 25 casual games. Over the next few months, Nick will partner with MangoMOBILE to develop additional games. Meanwhile, The N mobile website, which is more teen focused, launches Q2 on wap.the-n.com with a mix of content and community features. The mobile ParentsConnect WAP version will go live in Q3. On the intersection of gaming and mobile, Youngwood says: “MTVN has been and continues to be one of the biggest video providers on the mobile web. And we’ve begun to take a similarly aggressive approach to mobile gaming. We’ve done a few personalization and a la carte games, which is the general model. Now, as mobile becomes the web, we’re putting our stake in the sand from a WAP perspective.”

—The ad route: In terms of figuring out the revenue models for the WAP sites, Youngwood says that this is all new territory. But for the most part, the WAP sites are going down the ad route. Execs are currently lining up advertisers for the new sites. “Because of the sensitives associated with kids and advertising, we try to be proactively responsible by clearly identifying what is and isn’t an ad. This is all part of a continuous dialogue with our users and their parents”.

—All you can eat: The timing is right for traditional media companies to move into mobile for a number of reasons, Youngwood says. “The macro trend is that people are using the mobile web more and more. The reasoning is, it could be the data plans, it could be the hardware. The gatekeeper issues are slowly going away. It really is the web all over again. In the early days of the web, you used to get a certain amount of online hours available to you depending on your subscription. We’re eventually going to end up at the ‘all you can eat’ model.”

—Calling Apple?: The company is taking a wait-and-see approach when it comes to developing content for Apple’s (NSDQ: AAPL) iPhone. Youngwood: “We have not committed to doing iPhone-specific games. We’re obviously tracking the market penetration for our relevant audience. To the extent that the iPhone requires separate development and has a meaningful footprint for our audience, we will be there.” More details from my interview with Youngwood about Nickelodeon’s general gaming plans are here on our sister site paidContent. Additional details in the release.