Run the compatibility troubleshooter and let it choose WinXP. Go to the installation folder and paste these copied exe files over the installed exe files of the same name, which are in the respective subfolders within the installation directory (in Windows, it's usually \Program Files (x86)\Maxis\The Sims\Sims.exe or \The Sims Creator\TheSimsCreator.exe, unless you directed it to another location).
Copy SIMS.exe and TheSimsCreator.exe files. After you install, mount the first ISO and go into the crack/serial folder.
That said, I also ran into the issue with not having anything happen when trying to run the game after installation in Windows 10, but I was able to get it going. For those running into insufficient memory issues, it's usually a non-issue, if you can get the game to run.
