Service not starting on Windows server 16

Hi,
Service won't start : Missing service ImageFile.
Elasticsearch v 7.2

Elastic has been installed and uses its own jdk supplied java. I added JAVA_HOME to point it in 
case the service needs the path.

Any ideas?

[2019-08-05 09:43:27] [info]  [ 4852] Commons Daemon procrun (1.1.0.0 64-bit) started
[2019-08-05 09:43:27] [info]  [ 4852] Running 'elasticsearch-service-x64' Service...
[2019-08-05 09:43:27] [info]  [ 5540] Starting service...
[2019-08-05 09:43:27] [error] [ 5540] Missing service ImageFile
[2019-08-05 09:43:27] [error] [ 5540] The system cannot find the file specified.
[2019-08-05 09:43:27] [error] [ 5540] ServiceStart returned 1
[2019-08-05 09:43:27] [error] [ 5540] The system cannot find the file specified.
[2019-08-05 09:43:28] [info]  [ 4852] Run service finished.
[2019-08-05 09:43:28] [info]  [ 4852] Commons Daemon procrun finished