Not abusive but hurts me

My boyfriend is very rough with me and always has been. Whether it's hugging or picking me up I always get hurt. Idk what to do. I tell him this and he brushes it off. It's definitely not on purpose but still it hurts. For 3 years of dating I said please be gentle and careful with me. He doesn't have a sister so I guess he missed out on that experience. My brother isn't like this at all. It just bothers me because honestly he's going to hurt me one day. Yesterday he grabbed onto my neck and pulled me down he meant it in a playful way but when I'm 120 pounds and he's 250 and all muscle. I'm all about being playful and fun but everytime he hurts me. Whether it's scratching me, lifting me and putting me down wrong so I land hard, pushing me off the couch and I really fall hard etc. I can keep going it's like everyday I see him I get hurt. I told him be gentle what else can I say? Am i just not used to being with a guy who is rough?