Ok, so it looks like the nrf isn't getting the proper firmware files, that is why it isn't working.
When building for the gateway, you should use this command:
make PLATFORM=bluz-gw PARTICLE_DEVELOP=1
Bluz and the gateway are two different products with two different firmware paths, so you need to specify the correct version when compiling.
There are 4 files that need to be flashed down in the adalink command. You can read up more here to see the 4 parts and what they do: http://docs.bluz.io/tutorials/updates/
You can take all 4 of these parts from the gateway/gateway_programmer folder on the beta repository I had sent you. You should not take firmware from the fw-0.1.X folders, those are very old beta versions.
When you build locally, you are building the system part and the user part. The S120 SoftDevice is provided pre-compiled from Nordic, so that never changes. You can get the latest bootloader from the beta repo under the directory I mentioned above.
Let me know i you have any more questions or issues.