Many people derive happiness in the sadness of others. If everybody always won then they would have no chance of being happy.
If you believe in survival of the fittest, then someone had to perish for the other to survive (win). I don't believe in it, so I believe it is possible for everyone to be happy. We don't have to be happy at the cost of others. We can be happy (win) independently if we learn to be satisfied with what we have. Then there will be no losers.