Craving is a key symptom of nicotine addiction, driving the urge to seek cigarettes. It is often strongly influenced by social and environmental cues associated with the typical use of the substance. In both clinical and laboratory setting, craving can be experimentally triggered using cue reactivity paradigms, where nicotine-related cues are presented to evoke, and then assess, the desire to smoke. In the last few years, virtual reality (VR) has begun to attract a lot of interest in recreating realistic simulations to investigate craving through cue-reactivity exposure. However, a direct comparison between VR and non-immersive devices (e.g. 2D images presented using monitor) regarding their effectiveness in triggering cravings is still missing. In this study, we investigated differences in craving responses by comparing immersive and non-immersive nicotine-related cue-reactivity paradigms. A group of smokers (N = 23, F = 15, M