…Right, What material do I use so my lightmap displays correctly?
The shader is the right one.
But you might be using a different multiply strength than unity does and thus need to create an own shader basing on the legacy lightmap (see resources - assets - built-in shaders). From the bright to dark ratio on the 3DS Max screen I assume that this is a multiply x4 based lightmapping. not multiply / multiply x2
also toning down the ambient light in the render settings should help an additional bit.
As your “texture” in 3DS Max is rather neutral, there will be differences remaining as the used textures add a difference
Yuri, I would approach this by reducing Unity’s ambient light levels until its darkest areas were a close match for 3ds max’s dark areas, and then increasing the effect of the lightmap via shader settings until the brightest areas were a close match for 3ds max’s bright areas–and I’m pretty sure that would work. But perhaps there’s an easier way that someone with experience importing lightmaps from 3dx max can provide.