Microsoft has partnered with Pizza Hut to launch an Xbox Live app that lets users build and order their own pizza for delivery.
The Pizza Hut app makes the chain's entire menu accessible to users, who can then customized their own pizzas via Kinect motion controls, voice commands or controller.
Users can use their Xbox or PizzaHut.com accounts to save order settings for future purchases, and share their choice with friends via Facebook.
Xbox's Larry Hryb told Polygon that the app is the first allowing players to purchase physical goods via their consoles.
"We're always looking at ways to give our audience more of what they're interested in," he said. "If you look at our audience, they love pizza. I mean, who doesn't? It has international appeal, and Pizza Hut is a recognized brand that matches up well with the Xbox brand."
The app will be available to Xbox Live users in North America from today, with a 15 percent discount on orders made before May 6.
A European release has not been confirmed.