To attempt to draw; to tempt by a lure or bait, that is, by the offer of some good, real or apparent; to invite by something flattering or acceptable; to entice; to attract
The golden sun in splendor likest Heaven Allured his eye. -- John Milton.
The allure of something or someone is the pleasing or exciting quality that they have. It's a game that has really lost its allure. = attraction. a mysterious, exciting, or desirable quality allure of (allure (15-21 centuries), from alurer, from luere; LURE)