I guess I'm confused why you need 24x7 support for a "social game". What would happen if it took 48 hours to respond? Very few companies that I deal with respond much quicker than that.
I also believe that prompt support and solving customers problems within a short period of time would mean a lot to users. If you are in a middle of highly addictive game and you get stuck because of our error, you might cool down and not be in the same mood to play it next time.