In a game we have winners and we have losers, but if your friend says a person is a loser, it doesn’t mean they lost a game or a competition it means that they don’t like him or her because of their actions and behavior.      

Example 1)

“Ray is such a loser for breaking up with Rebecca.”

“Yeah, I know, he’s never going to find a girl as good as her!”

Example 2)

“Victor’s turning into a real loser these days.”

“Why?”

“I dunno but he’s turned really arrogant since he’s gone to college!”