Combined with the neutron economy and good heat transfer performance, lead–bismuth fast reactor (LFR) has a larger prospect for marine applications. Helical coiled once-through tube steam generator (HCOTSG) is also a typical heat exchanger option for LFR. It is widely adopted in a variety of energy utilization fields, such as petrochemical industry. Study on Lead-bismuth eutectic (LBE) cross flow of tube bundle under moving conditions is necessary for obtaining the flow and heat transfer characteristics of LBE HCOTSG in marine conditions. A numerical method to simulate the heat transfer characteristic of LBE cross tube bundle flow under rolling conditions is proposed. The influence of the rolling conditions on the models with different tube arrangements are investigated. The temperature fluctuation curves with time and the time-averaged heat transfer characteristics are compared and analyzed. The results of the influence of rolling conditions under different working conditions and different tube bundle arrangements are obtained. The improvement ratio under inclined arrangement and staggered arrangement is more than 20 %, but the improvement under inline arrangement can only reach 10–15 %. Among the calculated models under different rolling conditions, the maximum heat transfer improvement reached 27.3 %. Besides, the circumferential temperature results under different conditions were also compared to analyze the influence of rolling conditions. This study may contribute to the application of LBE HCOTSG under marine conditions.