In the UDK there is a very simple way to create emissive textures, I was wondering what(if any) equivalent there was in 3DS max, sorry if this has been covered before, I looked around and couldn't find anything on it around here
Creating the "texture" would be done in Photoshop be it an emissive texture or alpha in another texture. If you mean the shaded max has one and it's called emissive. You can plug your map there. I have never gotten Max to do emissive maps well so always stuck to ut3. You could put a post process glow effect on it if to bump upas defualt.
Scanline rendering = bitmap in the Self Illumination slot, and Self-Illum "Color" checkbox turned on. To make a glow that extends beyond the mesh silhouette, go to Rendering menu > Effects > Environment and Effects dialog > Effects panel > Add > Add Effect dialog > Lens Effects > Choose Glow, and click the (>) arrow button.
Viewport = use a FX shader with an Emissive slot. To glow beyond the silhouette, use a Scene shader like HammerTime.fx (but you'll want to make your own for best results, like in Shader FX).
You need to use a rendering engine that bounces light, default scanline won't bonce light by default, unless you turn on Advanced lighting > Light Tracer or Radiosity. You need to use Advanced Lighting Override instead of a standard material and adjust the luminance up pretty high.
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Viewport = use a FX shader with an Emissive slot. To glow beyond the silhouette, use a Scene shader like HammerTime.fx (but you'll want to make your own for best results, like in Shader FX).
Mental Ray bounces light pretty well.
http://www.tutorialhero.com/click-10889-creating_realistic_neon_glow.php