Starting with Java 7u55 the default behaviour during launch of Java Web Start application is the following:
on Windows 64-bit if both 32-bit and 64-bit JRE are installed, the 32-bit JRE is used to start Java Web Start application.
Please refer to JDK-8029922 for more details.
It is necessary to implement a feature which allows user to override this behaviour, (e.g. add some env variable or JVM/JNLP property to specify which JRE (32-bit or 64-bit) should be used to launch a Java Web Start application).