It makes more sense to say it if you lose....at least you'll have the consolation that your opponent at least played a good game. Losing when your opponent played badly is rather discouraging.
Do you mostly say "GG" only when you win?

It is painful but I do, all the time. Some people leave the room so quick though that you can't say anything. When I lose I do appreciate my opponent discussing the game a bit, but that is another story. Someone said "you win some, you lose some". Cheers.

I only say it if I lost and truly enjoyed the game, or if my opponent says it first. Too many people who bite your head off if you say gg after you win.

I say it fairly frequently, and it, to me, doesn't seem to depend on whether I won or lost. It's mostly just a symbol of politeness, sort of recognizing that you don't have anything against them personally and mean well, like when you say hello to someone. It's common etiquette in tournament chess to shake hands and say "gg" or something to this effect after a game, so I guess I carry it over to online play.

Win or lose, I rarely say anything after the first game. I usually simply offer a rematch if one isn't already offered.

If I said it only when I won, I'd never say it. Besides, saying "GG" is painless and cost-free when you're the winner; it's the other times that test your character.

I almost never say "gg." If I think they played particularly well (even if I win) I'll message them something like "well played, I got lucky in the end" or something like that.

i never say GG, mainly because my opponent won't hear it, better to type it in at the keyboard instead.

It seems to me to make more sense before a game as in OTB when players are shaking hands.
Gerry
That does make sense. I don't want my opponent to have good luck, but I do want a good game.

I'm not even sure what GG means, to tell the truth. In fact, I wish they would start a thread about that very subject...

It generally means "good game," but it can also mean "good going" , "groin grabber," and even "gatorade me, b&7ch" A controversial phrase, that old "gg."

Unfortunately, he can not undo his past action, so he'll have to live with it for the rest of his life.
LOL! I do...
I wish I had enough class to say "GG" when I lose a game, but I find that I instictively just click the "close game" button.