Please tell me ur opinion =]]?

well im 15 n i realllly like this kid...hes one of my clsoest guy friends but hes a "playa" like we will talk n he'll be soooo sweet n act as if he actually liked me..but then there is other days when he ignores me..he never actually ignores me he talks to me at least once a day at school then on da bus...but sometimes he does ignore me on AIM and it kills me cause hes playing wit my feelings...hes always sayin ily to me n it makes me sooo upset cause he knows i like him n i dont get y he keeps repeatin it when i dont think he means it.....when he doesnt start the conversations on aim i usually do but he ignores me sometimes..i hate it cause the next day wen i see him at school he acts like nothin happened..n he just starts bein his regular flirty self n i fall for him all over again....wat can i do? should i play hard to get? tell me ur opinion pleasee