sea3d is a 3D object file format developed specifically for use in games. It contains a whole wealth of features including custom shaders, automatic baking, deflate/lzma, ATF textures and plenty more. It exports from 3DS Max and the objects can be used in Flash or HTML5.
This is a demo of using the sea3d file format with WebGL via three.js. In it you can load from a variety of models, from spiders to humans to Android robots, and run them around the scene where they collide nicely with the balls and cubes scattered through-out thanks for cannon.js doing the physics heavy lifting.