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DivinylsFan  TS3W.exe is the game executable that runs the game itself, what starts running once you press Play in the launcher, IF you have patch 1.67 or earlier.  That means all-disc or Steam installs.  The equivalent for the EA App is TS3.exe without the W.

Sims3LauncherW.exe (1.67 and below) and Sims3Launcher.exe (1.69) run the launcher, respectively.

If there's something you're trying to troubleshoot here, let me know.