in fact in many cases the leaders on both sides win
while the people on both sides lose
however if you're fighting the Jews they will often assassinate your leaders or execute them
example: Saddam, Gaddafi, Nasrallah etc ...
Discussion
in case of Russia - Ukraine war only member of the leader club to pay the price so far was Prigozhin and it only happened to him because he tried to stop the war ...
i estimate both Putin and Zelensky are benefitting personally from this conflict ...