Lure is a Level 1 Gladiator ability requiring 30 AP to master. Despite the in-game description which says that the character with the Gladiator job or Lure ability assigned will be hit more by enemies, it raises the encounter rate.
The ability 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, encounter rate is doubled if it is greater than 100%, granting a maximum possible encounter rate of 400% due to Enemy Lure.
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.
Lure Enemy is a support ability learned by Freelancers at job level 12. It doubles the enemy encounter rate.