In reality, its not fair at all. but this is similar to how it works when you try to sell an actual game, infact I feel like the game jam is two weeks long. Making the game the first week, and marketing it the second. This includes making your game look nice so it will catch peoples eye, reaching out to people, asking them to play your game or do a vote for vote. Even just talking about your game with people. Your game couold be absolutely amazing but it doesn't matter if nobody even looks at it. Part of it is the game you make, what do people mose like right now? I've found that WebGL games get much more plas and rates, as epoepl simply don't want to bother downloading a game. All sorts of things that if you take into account and handel can really sell your game well. And than of course, making the game good.
This is my first ever game so its been such a learning experiance, and I've had a lot of fun. And of course, just to do a little marketing (:
Heres my game if you want to check it out. https://itch.io/jam/brackeys-8/rate/1677052#post-6543691