Hi,
Thank you for your posting!
Firstly, I think you can go to Microsoft vendors to purchase an appropriate Microsoft product key for your VMware, just like @Anonymous suggested.
Secondly, you can follow the steps in this article to install your virtual machine, it's an Easy Install method just as what you have tried:
https://kb.vmware.com/s/article/2128797
(Please note: Information posted in the given link is hosted by a third party. Microsoft does not guarantee the accuracy and effectiveness of information.)
In addition, if you encounter any issues during your installation and the issue you suppose may be related to our Microsoft Win 10, please feel free to feedback!
Best regards
Joan
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