In order to save anyone facing the same problem a lot of time googling on forums, the current Geforce game ready driver 431.60 will fail when installing, at least it did to us. Of course, the drive came from Nvidia.com, and the failed installation suggested that we try the Geforce Experience.
This worked, but only partially. It would install the driver, clean installation, with driver removal tool installation, but the driver control panel would fail to load. Microsoft suggested downloading Nvidia control panel from the store, but this was not available in my region.
Luckily, we still know tech people at Nvidia, and they told us to disconnect from the internet and try the same 431.60 drivers. Guess what, it worked this time and the control panel did work.
Windows Defender or some other tool is checking the driver against the database, and for some reason, it doesn’t let you install, even the driver is fully ok.
So in case you have a similar issue, disconnect from the internet, install the driver, and then connect again. We would expect this to be fixed very soon, but never the less it took us quite some time to solve the uncommon issue.
Issue seems to be on the Microsoft end as the driver clearly and flawlessly works.