GMAX is the only software that I know of currently that allows you to import OBJ, 3DS. etc as well as FlightSim, TrainSim and Quake formats and then export them back into those games.(There is NO export back to 3DS, OBJ, etc. as they DON'T want you to do that.) What makes all this really work in the latest games is DirectX 9... a LOT of new real-time rendering effects are possible. It would seem that a rendering software that would be "Game Ready" could be the NEXT BIG THING. (GMAX doesn't support rendering, and games can only "render" as big as your monitor-graphics card allows) but a hi-rez DirectX 9 rendering engine would seem to be a potentially HUGE hit, I would think. Not as good as Ray-Tracing, etc. but the MASS MARKET wouldn't care, as it would be nearly INSTANT- no waiting! (And it would look better than the current OpenGL render- which isn't bad, but not great.)