windows installer don't start the helper

The new CI builds don't start the helper in windows. When I try to start it with nssm manually it says:

PS C:\Program Files\RiseupVPN> .\nssm.exe start riseupvpn-helper
riseupvpn-helper: Unexpected status SERVICE_STOPPED in response to START control.

This works fine with the published windows installer in https://riseup.net/vpn/. Maybe a problem related to the new CI/branding setup.