Objectives: The cue-reactivity paradigm has been widely used to assess craving among cigarette smokers. Seeking to replicate and expand on previous virtual reality (VR) nicotine cue-reactivity research on nontreatment-seeking smokers, the current study compared subjective reports of craving for cigarettes when exposed to smoking (proximal and contextual) and neutral cues using VR in treatment-seeking and nontreatment-seeking cigarette smokers. Methods: Data from two previously published studies in nontreatment seekers from our group (Bordnick et al., 2004; Bordnick, Graap, Copp, Brooks, & Ferrer, 2005) were compared to results with 82 newly enrolled treatment-seeking smokers. Results: Overall, VR cues produced similar levels of craving for both treatment seekers and nontreatment seekers across the different cue environments. Specifically, craving was greater for both groups in smoking environments (paraphernalia and party) than those in the neutral environments. Conclusions: These findings provide strong evidence that VR is a useful tool that may be used by social workers and other clinical professionals to present smoking (proximal and contextual) cues for assessment and treatment and illustrate the utility of standardizing VR procedures to compare craving between different groups. (Contains 1 figure.)