In official Choice of Games games, there are clear stylistic guidelines on how to do death. Death should not be possible until the end, and it should be an interesting death eg deeply tragic (make that reader cry and they’ll love you forever) or ironic or sacrificial or funny. In my pirate game Scarlet Sails, there are loads of ways to die (all in the final chapter-plus-epilogue). Scurvy, swordfight, killed by a sea serpent, stabbed in the back, etc. All those deaths are appropriate in a pirate game and readers enjoyed dying (and also wanted to play again to see if they could survive next time). In fact, “Epic Death” was one of the achievements.
Another CoG style thing is that a good ending should be about 85% positive. That way things aren’t too easy, and the player will not win all the things all at once. It adds value to replayability, as the player thinks, “But can I romance so-and-so AND get that awesome promotion? What if I did such-and-such?”
Checkpoints are against normal CoG style, but can be enjoyable in HG, where there’s more stylistic freedom (although readers love HG partly because they love CoG as a company, so you’re likely to sell more if you stick closer to stylistic norms).
Readers complain if a story is too short, but rarely complain if a story is too long. I believe I see a trend of both official and Hosted games getting longer and longer over time. HGs only need to be 30,000 words (assuming there aren’t big cut and pasted bits; they don’t count towards the total) but I’d recommend at least twice that if you can stand it. (Having said that, the price varies with length so MUCH better to do a 30K finished game than an unfinished 200K game.)
Another stylistic thing is that the first few chapters are usually mostly building up stats, and then the stat tests start becoming more frequent, and eventually more difficult. So it would be very unusual to die early on, and I think it’s worth having a warning up front since it’s so different to what regular readers would be used to.
In general IF (not specifically ChoiceScript), I often see a 3-choice system where the player is loudly and repeatedly warned against a choice that ends in their death (eg by another character). So if they keep insisting that they really really do want to jump into the mouth of the monster armed only with an umbrella, then, well, okay. gory death ensues
Hope that helps.