Fighting Fantasy Books were Dungeons and Dragons type books created by Ian Livingston and Steve Jackson. You would get to a choice in the book and move to that page (also using dice to fight creatures). Of course, most of us cheated a little and kept our finger in the previous 2 pages just in case that path led us to our death or a loss of inventory. Magic! They made loads of them and they even spawned many copies. I got my first 3 as a box-set in the school book club!
They were very similar in essence to the Choose Your Own Adventure books.