Gustaf has been working as Secretary General of BOS, the Swedish Trade Association for Online Gambling, since 2015. BOS represents the major international gambling companies that hold a national license in Sweden, both operators and suppliers.

Gustaf has actively participated in Sweden's transformation from a gambling monopoly to a non-discriminatory multi-licensing market.

Gustaf often talks about the importance of achieving a high level of channelisation in the gambling market and how easy it is to get there – in theory. And how difficult it has proven to be for almost every European country to achieve this in practice. Gustaf often uses the Nordic countries as examples of conditions that have a bearing on the European gambling market in general.