Nickelodeon Kids and Family Group has formed a new division to make the most out of the growing field of interactive entertainment.

Dave Williams is taking the helm of the new Games and Virtual World Group as SVP and GM of the Games Group, while Kyra Reppen becomes SVP and GM of Virtual Worlds.

The Nickelodeon Kids and Family Games Group now encompasses all paid and subscription gaming initiatives across all relevant platforms, including online, CD-Roms, handhelds and consoles and Nick’s dedicated casual games sites, Shockwave.com and AddictingGames.com.

Creating new games around existing and new properties is a focus for the division; an effort which will be powered by the company’s recent move to add 1,600 new games in 2008 to its library of 5,000 titles and invest US$100 million in the further development of the casual gaming space.

The Virtual Worlds Group, meanwhile, now looks after all existing and future virtual world initiatives for kids, tweens, teens and families, such as virtual community Neopets and Nicktropolis, in partnership with the Nick.com team.