Lure is a Level 1 Gladiator ability requiring 30 AP to master. Despite the in-game description which says that the character with the Lure ability assigned will be hit more by enemies, it raises the encounter rate.
Enemy Lure is found on the Enemy Lure Materia purchasable at the Gold Saucer Battle Square in exchange for BP. Level 1 increases random encounter rate by 43.75% Level 2 and 3 increase it by 87.5%. The effect can be stacked with multiple Enemy Lure Materia up to 100% (x2). On the world map, the encounter rate doubles if it is greater than 100%, up to 400%.
The "Encounter Hunter" Fragment Skill allows the player to set the frequency of random encounters to either decrease or increase the rate. The skill is acquired from Mystic in Serendipity after the player has obtained all the Fragments available in Yaschas Massif in all time periods.
The "Crown Patch" adds a monster whistle the player can use to make enemies appear in the nearest spawn point.
Non-Final Fantasy guest appearances
Lure Enemy is a support ability learned by Freelancers at job level 12. It doubles the enemy encounter rate and effects from the same ability do not stack.