The reason players are so successful with women is basically down to their abundance mentality.
In short, they have lots of options, so they don't need any one woman. And this alone is extremely alluring!
Think about it. What do most guys do if they invest all their time in one girl and she starts getting cool, stops responding to texts or flakes? They suddenly feel this sense of loss or emptiness, which leads to desperation to try and "win" her back. Their ego needs that girl's attention, she is his only prospect of sex, or love. The girl has all the power, the guy looks needy and kills all attraction.
Now what about the guy who has several women on the go? If one starts acting cool or flakes, he pushes her aside and gives the next one his attention. He doesn't need any one of these girls because he has others, and has the ability to go and get others. His confidence is unfazed by a girl going cool on him, because his ego is getting its fix from elsewhere and his sexual needs are being satisfied by other women.
Women like a challenge, they like the chase, they like uncertainty and emotional ups and downs. A player gives them all of this, keeps them guessing, keeps them working for his attention. And the more time and effort a woman invests in a man, the harder it is for her to walk away.