When playing games with children, do you let them win or make them earn it?

There are benefits to both. If a child always loses, they may lose interest or even grow disdainful of friendly competition altogether. On the other hand, letting a child win doesn’t teach them the value of competition and learning to get better, as well as how to be gracious in loss.
Which way do you go? Do you let kids win or make them earn it?
When playing games with children, do you let them win or make them earn it?
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