Play to win and not to lose?
The challenge is players tend to be tentative or play a games style that does not allow them to be aggressive and offenses. This is a style that is more defensive in nature. this attitude and style of play is playing (not lose) in tennis playing to win means; players play aggressively and offensively and the style is a game style to win the match. This does not present a look of fear to lose or not play the match to win.