What's different here, is that you purchased the Win10 license, so there shouldn't be any trouble at all. You have the Win10 key. You also have Windows 7, but you're not using it to justify your Win10. So if you're booting from media, then is something wrong with the media? Or, did you download what you purchased, so maybe something is wrong with the download?
But then I supposed you thought of that first, right? Have you tried redownloading?
The other thought is about the underlying license. Did you upgrade the Win7 OS? Is the OS on the machine now, the original one? Because the other most common error, is that the installer detects a conflict in the license, and won't tell you (assuming you're at fault, MSFT is paranoid). So if the machine had originally been 32 bit but you or someone else upgraded it to 64, then the 32 bit will be accepted as that's the COA the installer finds. But if later 64-bit, maybe the installer thinks that's a problem, so won't do 64-bit. So it loops, trying to go back to the mother ship and get answers.
Finally, it might be just that: momma ship for 64-bit has been real busy and keeps on being busy, so the installer keeps going in a loop.
I'm just guessing here. Frankly, only the first paragraph makes sense. It shouldn't matter what your Win7 license is, since you purchased the Win10 license. Unless, what you downloaded was not for purchases, but only for upgrades. IF you downloaded. So again, what is the source of your Win10? Media or download, and if the latter, from where did you get it?
Click here to see another possibility, since you're getting the SAME ERROR per your thumbnails. In that link, the solution was to format the drive to GPT. So now I'm really confused, for the implication is that the Windows 7 is GPT? Is it? Or is your Win10 but not the Win7? I think both partitions have to be the same type of formatting for the sake of compatibility?
Edited by brainout, 01 August 2015 - 08:59 PM.