The ideal answer here is when you start developing, but that’s just not feasible. As a game progresses with development the ‘unique selling points’ or USPs are likely to change.
We recommend you start taking the branding and selling of your title more seriously 3-6 months before the planned release. This time frame will allow you to focus on a set of USPs and really sell an identity for your game.
Once you have an identity and brand in place you can get to finishing your storefront pages, capitalising on your USPs.
For this answer let’s refer to Steam. On average the regular Steam user looks at 8-12 game pages a day, that’s potentially 84 games a week, and very few of those will actually convert to sales!
Your page needs to capture the feel, passion, and USPs of your title, and this starts with the Steam description and key art.
Take a good long hard look at your game’s key art on steam, does it do your game justice, would you click on the game based on your key art? This is the first step to increasing visitors to your page – once they’re there you need to encourage them to read through the page, which is where your description comes into play.
This short statement is the first thing many users will read, so it needs to encourage them to scroll down. This should be a captivating statement about YOUR game, not the genre of the game. Read your description aloud, does it sound like ‘any other game’ or does it sound like ‘your game’.