Well, I found some Ideas)
First of all, I was wrong about 'there is no updates available' and my installation was rather ugly.
As I already wrote - I use Russian Windows 7, and I have "Program Files" folder with the same name as in english version. But the problem was that it is 64-bit version of windows and player is installed to "Program Files (x86)" folder! At first installation i manualy foced it to install to "Program Files". But after each update player installs itself into "x86" folder, and then runs older version from "program files" which causes this errors.
What i have done is created windows junction point ('symlink') to make a relationship between 2 folders.
Run:
mklink /J "C:\Program Files\SignagePlayer" "C:\Program Files (x86)\SignagePlayer"
So I have a working installation in x86 folder, which should succesfully update, and a link to succesfully start the system.
2 jorapogu - I think this also should help you. Just make correct links with your folder names.
2 admin - NO windows version, except english, can be translated to another language.