Magnetic and photoluminescent properties of ZnSe:Cr crystals were studied within 5e300 K temperature range. It was shown that, at chromium concentrations below 0.05 at. %, Cr ions form point substitutional defects, which exhibit ferromagnetic properties. As a result, the emission caused by radiative recombination of the chromium-bound excitons appears and the chromium intrashell emission intensity increases. At concentration of the doping impurity higher than 0.05 at. %, chromium starts to form homonuclear pairs, which are antiferromagnetic and also lead to the concentration quenching of the chromium emission bands in ZnSe:Cr crystals photoluminescent spectra.