Not winning 

Charlie Sheen's word "Winning" but instead of Winning it is the opposite of winning.

Waking up at 4 am to take my parents to the airport is not winning.

Not winning by davispunk January 24, 2012

Not winning the gooning contest 

when you are doing the opposite of winning you are not winning the gooning contest

person 1 i challenge u to a gooning contest
person 2 ight bet

*two hours later*

person 1 alr bro u win this time

person two i guess u are Not winning the gooning contest

Not winning the gooning contest by Curry john stone September 12, 2024

It’s not about winning, it’s about sending a message 

Phrase from the internet funny man himself, Alpharad. This means that styling on your opponent is much more important than winning the game. Usually used in Smash Bros.

Opponent: “Why did you go for that forward aerial offstage with no jump?”
Alpharad: “Because it’s not about winning, it’s about sending a message.”

It’s not about winning, it’s about sending a message by Tronix6114 August 19, 2022

It's not about winning, It's About Being The Most Toxic 

"It's not about winning, it's about being the most toxic" is a team motto started by four teammates in the Call of Duty clan TOX1C, who frequented Warzone lobbies together.

The motto went viral on Call Of Duty News on July 20th, 2022.

Traditionally the phrase is split into two parts when a "toxic" play is made.

Traditionally it is used to acknowledge a players toxic play:

Teammate one: *Uses grenade launcher*
Teammate two: "Its not about winning"

Teammate one: "Its about being the most toxic"

Alternatively, it can be said in unison, when plays are made in unison:
All teammates: *riot shields*
All teammates: "It's not about winning, it's about being the most toxic!"

It's not about winning, It's About Being The Most Toxic by JakeThePinetree July 20, 2022