Can competition increase consciousness?

[Vido]

In competitions, everyone has a desire to win. To win, they would have to increase consciousness. 

So, the question is 

is there any field where you can win it by only increasing consciousness?

The problem that I have is, people, increase their consciousness to be happy. And as happiness can't be quantitatively measured, it can't be rewarded the same way that competitions can.

What're your thoughts?