"Download it and play"... you mean download, install getting Windows to install the unsigned app and then agreeing to some random app's license and then start the game named "Created with Gamemaker"... Hmmm... seems a little sus? Really could do with making this explicit, especially since the itch.io app has an install button that only downloads your game and then when "launch"ed dumps the explorer window open with your apps executable there, running that install the game onto my system but it is not accessible through the itch.io app where all my other games are...
I'm just saying that your game is a little unfriendly when it comes to first impressions - whether using the app (worse) or not (better).