New to itch io development - trying to upload a couple of game in zip files containing exes. When I try to download I get a warning then when I unzip and try to run on windows a message pops up:

I select more info and run anyway - I find then that I can run only once before I get this:

However, when I downloaded an existing app from this site I did not get any of this, so what do I need to do to get windows to trust the app? - this will not be a good user experience.