Purchased content doesn't appear in the sims launcher

PMBoz45​  Roaring Heights is a Store world and needs to be installed through the Store site.  Please see the first post of this thread for more information:

[Current Issue] Sims 3 Store world can't register/install | EA Forums - 11143823

For your missing Steam content, you should be able to register any CD Keys you have there with your EA account and install that content through the EA App.  Or you could go back to using Steam.