1) Act self-satisfied 2) Act the braggart 3) Act the smug winner 4) Add insult to injury 5) Be a bad sport 6) Be a bad victor 7) Be a bad winner 8) Be a poor winner 9) Be a smug winner 10) Be a sore winner 11) Be an immature victor 12) Be an ungracious winner 13) Be too smug 14) Behave badly after a win 1) Brag 2) Gloating 3) Revel 4) Rub it in 
• (v. i.) To look steadfastly; to gaze earnestly; -- usually in a bad sense, to gaze with malignant satisfaction, passionate desire, lust, or avarice.
Gloat intransitive verb [ imperfect & past participle Gloated ; present participle & verbal noun Gloating .] [ Akin to Icelandic glotta to smile scornfully, German glotzen to gloat.] To look steadfastly; to gaze earnestly; -...
over look at with selfish delight 
[n] - malicious satisfaction 2. [v] - gaze at or think about something with great self-satisfaction, gratification, or joy 3. [v] - dwell on with satisfaction
gloating noun malicious satisfaction
to look at or think about with great or excessive, often smug or malicious, satisfaction: The opposing team gloated over our bad luck.