Loveday began his career as letter-writer and reviewer in Your Sinclair magazine in the early 1990s. His letters, which were not often focusing on video games material, had titles like "Who buys Big Fun singles?" or "Star-Letter winning piece of doggerel". He rose to prominence after submitting the "YS Complete Guide To Everything", which was a list of all gamesYS ever reviewed, with him making the list because he "was bored in Philosophy". However, the project did not make it to the intended issue of the magazine. Loveday also contributed to the YS2.