http://www.morphographic.com/Diversions/MaxPlugins/Diversions_3DMAXPluginsCompositeMode.htm That map plugin will composite the glow map onto your diffuse and display it in the viewport.
Can glowmaps be of a smaller texture resolution than your diffuse if they have less defined edges (as per face shown in example)? I am interested in why glow was used in the face. Wouldnt that be better for gloss (sharper specs) where he put such?
I actually find that using the self illumination slot is not the best bet for getting the appearance of how glow maps work in-game. I use the shellac material so that the additive blending is correct. Here's a mini-addendum- You can keep the material layout that cholden had there, and then add it to your Shellac material…