People are ignoring that just the act of playing the game can be fun. On top of that, getting better yourself or pulling off certain maneuvers can be fun, or even appreciating what the opponents are doing. I had a lot of fun playing rocket league with a friend, even if outmatched, and getting scored on an opponent who pulled off an aerial into top corner made me appreciate what they just did.

Maybe also take a page from dwarf fortress players: Losing is fun!