Since I'm not a gamer, the only way I would encounter these would be as the novels. I can't compare the Dragonlance novels to the D&D games because I've never done D&D.
I have enjoyed some Star Trek, Star Wars (Lost Tribe of the Sith) and Dr. Who novels -- as well as quite a bit of fan fiction set in those worlds. I don't actively seek out these books, but have enjoyed reading them when they show up.
So, I guess fan fiction might be one way in which many people wind up with tie-in fiction. At one time, I was reading a lot of SimeGen fan fiction (based on the Sime-Gen novels by Jean Lorrah and Jacqueline Lichtenberg).
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