The first paragraph is immediately wrong. D&D is not a single story, though it is certainly suited to multiple forms of media.
His second paragraph contradicts his first at first, then attempts to get back on topic, but only makes it worse. The fact that the D&D-verse is so di-verse makes it completely contradictory to singular transmedia storytelling, and when an attempt is made, we get Drizzt. Pretty much a parody of everything most folks will regard as D&D and quite frankly an experience that is NOT representative of the D&D brand. The "band of adventurers" story in the initial D&D comics is probably more on-par.
And my ark prophecies are furfilled as he immediately references Drizzt as the "star" name of this transmedia experience. Let me repeat DRIZZT IS NOT REPRESENTATIVE OF THE D&D EXPERIENCE.
Some stories within D&D may make for great transmedia products, no argument there. But D&D as a WHOLE is
not just Drizzt, it is far more, and there is no way that it can be represented with a lone, counter-culture drow.
Who?
D&D doesn't need "heroes", it's not a big-budget movie that needs the highest paid stars to make it famous. D&D is best told from the diverse perspectives of a band of adventurers ala LOTR or the "group" D&D comic by IDW. That is the closest D&D as a brand gets to transmedia, not one, singular hero-centric story, but a diverse, multi-character adventure.
Eventually, this article basically turns into a "this is how we're going to sell Drizzt", which just disgusts me. I dream of the day when Drizzt is no longer the "face" of D&D.
I am not against transmedia stuff, as I said I think the "adventure group" comics worked out quite well. But I certainly don't thing they're taking it in the right direction.