Starting with version 1.2.1 RC2, a VMware Appliance was distributed with the release. For pfSense 2.0.2 and 2.0.3, we produced .ova image files for releases that can be imported into VMware, Virtualbox, and similar setups.
These images have been discontinued and are no longer offered for pfSense 2.1 and later.
The image is available in the VMware Virtual Appliance Marketplace for those who wish to deploy it without performing a manual installation.
pfSense can still be installed in a VM by using the ISO image. See PfSense 2 on VMware ESXi 5 for more information on installing pfSense in ESXi.