From memory, the "Fighting Fantasy" ones by (initially) Livingstone and/or Jackson started the craze (though weren't the first historically), then the much less complex American "Chose Your Own Adventure" books (various authors) started to be imported. There were other series too, such as "Lone Wolf" by Joe Dever, and Kim Newman has written a novel - Life's Lottery - that uses a similar format.
Apparently the Fighting Fantasy series is due for a relaunch later this year.