Comments - Upgrading MariaDB on Windows
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The instructions did not change since they were created. The problem is that you have no services to upgrade, on some reason the wizard decides that whatever you got is not upgradable. Those reasons could be executable name, different from mysqld.exe in the service config, or missing or unparsable my.ini , or it could not find data directory. Unfortunately, the wizard does not log its decisions, on why it excluded something.
So, no , you should not uninstall old version before installing new, or everything that is written here, and mysql_upgrade_service.exe tool would not make sense.