Is he just messing with me?

We have been mates for years andhe often said he had feelings,but the guy is a total charmer/ player.Loves female attention,craves it,but to be fair is nice to all women.It's an ego thing for him as well as the obvious.Recently we have been on super bad terms,the past is coming into play,we can't really be friends cause I have feelings but am keeping my distance.We rowed,he got nasty,trying to put me down (possible cause I kept rejecting him over the years cause I could not trust him)and recently completely blanked me while talking to another girl,I mean did not evenlook at me when I said hello.Now he struts around me letting me know he is there if you know what I mean,but the friendship is rough now.What I want to know is is this all just a game,or does thefact it has gone on for ten years despite other partners make it mean something?He never ever pushed the ual aspect with me,was respectful in that way, but won't stop flirting with other women.What do you thinK?