Gustaf has been working as Secretary General of BOS, the Swedish Trade Association for Online Gambling, since 2015. He has actively participated in Sweden's transformation from a gambling monopoly to a non-discriminatory licensing market. He often acts as an advisor to other jurisdictions that want to make the same journey, such as the Nordic neighbor Finland.

Gustaf often talks about the importance of achieving a high level of channelization 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 manage this in practice. Gustaf often uses the Nordic countries Sweden, Denmark, Norway and Finland as examples of reasoning and circumstances that have a bearing on the European gambling market in general.